定价指标与最低计费和计费增量的重要性

Pricing Metrics and the Importance of Minimum and Billing Increments

JOURNAL OF SERVICE RESEARCH · 2019
被引 5
人大 A-ABS 4

中文导读

研究了服务提供商使用最低计费和计费增量导致用户被多收费的现象,发现这些增量平均多收用户实际使用量的43.79%,并贡献了主要运营商近三分之二的营业利润。

Abstract

Service providers often use minimum increments and billing increments to charge for higher usage than customers’ true usage. Despite their popularity in business practice, research has largely ignored these increments and assumed that charged usage always equals true usage. We develop an overcharging index that represents the extent to which a customer is charged for units that she or he did not use and identify situations in which the overcharging index is particularly high. In three empirical studies in the highly competitive telecommunication market, we demonstrate that providers are increasingly using longer minimum and billing increments. These increments yield an average overcharge of true usage of 43.79% for customers with long increments. These increments generate additional revenues that are responsible for almost two thirds (66.2%) of the operating profits of the main providers in Germany and the United States. Customers, particularly those who are less educated, seem to not understand minimum and billing increments well, do not adjust their behavior to different increments, and often make tariff choice errors unsystematically.

定价策略电信市场消费者行为收费机制