دانلود رایگان مقاله انگلیسی کاهش هزینه های سوئیچینگ مشتری با استفاده از خدمات B2B برای شرکت های مخابراتی - الزویر 2018

ABSTRACT

A B2B transaction is a transaction between organizations. However, the ripple effects of a B2B transaction can reach the members of the organization and generate additional economic impact. Enterprise LTE (Long term evolution) is a newly introduced B2B service in the South Korean telecommunications market. While it provides secure and fast telecommunications services to businesses, it can also affect the employees’ utility in the business, since the service provider can provide a variety of additional services to employees who use the same telecommunications provider for their mobile devices. In this study, we empirically analyze how B2B and Enterprise LTE services affect consumer churn-in in the telecommunications market. We estimate consumer benefit based on the additional services provided after the introduction of the B2B service using conjoint analysis. We also estimate consumer switching cost for changing one’s mobile telecommunications service provider using contingent valuation method. By comparing these values, we analyze the switching probability of employees when B2B services are introduced at their workplace. The results show that in order to maximize revenue, considering the revenue gained from new subscribers and from fees for providing additional services, lowering service fees for additional services and maximizing market share are advisable.

5. Conclusion

This study used conjoint analysis along with CVM to empirically analyze the effect of B2B transactions on consumer’s mobile TSP switching behavior. To be specific, this study used conjoint analysis to estimate benefits gained from additional services available after the introduction of Enterprise LTE service, and used CVM to estimate the distribution of switching costs for changing their mobile TSP. Then, using these results, we simulated the switching probability of consumers as attributes of the service varies. The study is the first to empirically analyze the impact of the introduction of B2B services to the B2C market. The study also makes a contribution by mixing two different methodologies to calculate the switching probability. First, the results of conjoint analysis show that among additional services available after the introduction of Enterprise LTE services, free data service (WTP of 4422 KRW/month) provides significantly greater benefits on average than smartphone interphone (WTP of 1722 KRW/month) and Enterprise messenger (WTP of 1900 KRW/month) services do. In the real market, only free data service is currently available after the introduction of Enterprise LTE service. Considering the big WTP difference between free data service and the other two services, the service provider’s decision to implement free data service first among three available services is considered as a reasonable choice. Nevertheless, the service provider should still work on introducing the other two services, since it would almost double the average benefits provided to employees from the service (4422–8094 KRW/month). On the other hand, switching cost estimated using CVM was approximately 111,000 KRW on average. Age and current mobile TSP were used as explanatory variables in the CVM analysis. The results show that people in their 40 s have higher switching cost when compared to others (about 26,000 KRW higher), and people currently using LGU+ as their mobile TSP have lower switching cost when compared to others (about 28,000 KRW lower).