HEDONIC TARIFF CHOICE AND CONSEQUENCES OF FLAT-RATE BIAS

Transcription

1 Fabian Uhrich HEDONIC TARIFF CHOICE AND CONSEQUENCES OF FLAT-RATE BIAS The Impact of Consumption Goals on Flat-Rate Bias, and the Competitive Position of a Service Provider as Moderator of Flat-Rate Bias Consequences ibidem-\/er\ag Stuttgart

2 - IV - Table of Contents Table of Contents DEUTSCHE ZUSAMMENFASSUNG EXECUTIVE SUMMARY TABLE OF CONTENTS LIST OF ABBREVIATIONS LIST OF FIGURES II Ill IV VIII IX LIST OF TABLES." X ACKNOWLEDGEMENT XII 1 INTRODUCTION SHORTCOMINGS OF FLAT-RATE BIAS RESEARCH Research Gap 1 in the Context of Flat-Rate Bias Causes and Existence Research Gap 2 in the Context of Flat-rate Bias Consequences RESEARCH QUESTIONS AND GOAL OF THIS DISSERTATION STRUCTURE OF THIS DISSERTATION 4 2 RESEARCH BACKGROUND FLAT-RATE PRICING Service Pricing Price Differentiation Typical Tariff Types Flat-Rate Pricing in the Service Sector FLAT-RATE BIAS CAUSES AND CONSUMPTION GOALS Flat-Rate Bias Causes Existence of Flat-Rate Bias Convenience Effect Taxi-Meter Effect Insurance Effect Overestimation Effect Consumption Goals Behavioral Decision Research Consumption Goal Research Impact of Consumption Goals on Consumer Behavior FLAT-RATE BIAS CONSEQUENCES AND COMPETITIVE POSITION Flat-Rate Bias Consequences Competitive Position 22

3 Table of Contents -V- 3 IMPACT OF CONSUMPTION GOALS ON FLAT-RATE BIAS HYPOTHESES DEVELOPMENT Impact on Convenience Effect Impact on Taxi-Meter Effect Impact on Insurance Effect T Impact on Overestimation Effect Impact on Tariff Choice Relationship between Consumption Goals and Tariff Choice Impact on Willingness to Pay.'. s Overview of Hypotheses Hi to H EMPIRICAL STUDY Research Approach and Methodology Research Design Pretest: Identifying Services for Tariff Choice Experiments Study 1: Hypothetical Public Transportation and Amusement Park Rides Description of Experimental Setup and Sample Measurement Scale Validation and Manipulation Checks Empirical Findings Summary of Study Study 2: Dance Lessons Scenarios Description of Experimental Setup and Sample Measurement Scale Validation and Manipulation Checks Empirical Findings Summary of Study Study 3: Thermal Bath Visit Scenarios Description of Experimental Setup and Sample Measurement Scale Validation and Manipulation Checks Empirical Findings Summary of Study Study 4: Hypothetical Thermal Bath Visit Description of Experimental Setup and Sample Measurement Scale Validation and Manipulation Checks : Empirical Findings Summary of Study Study 5: Hypothetical Energy Museum Visit Description of Experimental Setup and Sample Measurement Scale Validation and Manipulation Checks Empirical Findings Summary of Study 5 67

4 - VI - Table of Contents Study 6: Advertising Primed Hypothetical Thermal Bath Visit Description of Experimental Setup and Sample Manipulation Checks Empirical Findings Summary of Study 6 '..?: DISCUSSION ' Summary of Studies 1 to Theoretical Implications Managerial Implications Limitations and Further Research 78 4 IMPACT OF COMPETITIVE POSITION ON FLAT-RATE BIAS CONSEQUENCES HYPOTHESES DEVELOPMENT Relevance of Flat-Rate Bias Consequences Impact of Flat-Rate Bias on Switching Impact of Flat-Rate Bias on Churn Impact of Competitive Position on Flat-Rate Bias Consequences Overview of Hypotheses H 8 to H n EMPIRICAL STUDY Research Approach and Methodology 85 '4.2.2 Study 7: Transactional Data Analysis Research Design Empirical Findings Summary of Study Study 8: Experimental Survey with Mobile Telecommunications Customers Research Design Empirical Findings Summary of Study DISCUSSION Summary of Studies 7 and Theoretical Implications Managerial Implications : Limitations and Further Research CONCLUSION SUMMARY THEORETICAL IMPLICATIONS MANAGERIAL IMPLICATIONS LIMITATIONS AND FURTHER RESEARCH Ill

5 Table of Contents - VII - APPENDIX 114 APPENDIX A PAPER BASED QUESTIONNAIRE FOR STUDIES 1,2, AND APPENDIX B ONLINE SURVEY FOR STUDY APPENDIX C ONLINE SURVEY FOR STUDY APPENDIX D ONLINE SURVEY FOR STUDY 6 " 137. APPENDIX E ONLINE SURVEY FOR STUDY REFERENCES 147