Determinants of Bundled Service Users’ Retention

Ilona Bondos and Marcin Lipowski
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Ilona Bondos: Maria Curie Sklodowska University, Poland
Marcin Lipowski: Maria Curie Sklodowska University, Poland

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Abstract: Option of purchasing a service packages is relatively new on the Polish market, so it is a new phenomenon not only for customers but also for researchers. In the theoretical part of the article were used the achievements of world literature in the field of bundling strategy, while in the second part of the article authors have presented the results of their quantitative research (sample of 250 respondents, survey implemented in 2014). Authors tried to answer three research questions connected with service bundling strategy. The main research goal was to identify these factors which determine customers (service bundling users) retention. It turned out that these are (by order): satisfaction with services, confidence in the provider, low price the following services, price reduction compared to the standard offer. Authors also pay attention to the relationship between the probability of changing by the consumer's his/her service provider and two issues: degree of exploitation of services from package and the number of invoices for services from a single provider. The correspondence analysis confirms the relationships that have practical significance for the service suppliers who are constantly focused on reducing the loss of profitable customers.

Keywords: service bundling; customer retention; service package; customer satisfaction (search for similar items in EconPapers)
Date: 2015
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