The Effect of Incentives On Customer Evaluations of Service Bundles

Authors

Melinda L. Andrews, University of Southern MississippiFollow
Ray L. Benedicktus, California State University-FullertonFollow
Michael K. Brady, Florida State UniversityFollow

Document Type

Article

Publication Date

1-1-2010

Department

Marketing and Fashion Merchandising

Abstract

Effects of service bundle incentives on perceived value, search intentions, and switching intentions are assessed in two independent studies. The first Study demonstrates that service bundling influences switching and search intentions through perceived value. Results related to bundle incentives support the salience of the convenience associated with consolidating charges onto one bill. Further analysis reveals that explicit valuation of savings creates higher perceived value than convenience alone; however, search and switching intentions are unaffected by incentives or valuation thereof beyond the convenience effect. A second study replicates key parts of these results. Research and practical implications are discussed. (c) 2009 Elsevier Inc. All rights reserved.

Publication Title

Journal of Business Research

Volume

63

Issue

1

First Page

71

Last Page

76

Recommended Citation

Andrews, M. L., Benedicktus, R. L., Brady, M. K. (2010). The Effect of Incentives On Customer Evaluations of Service Bundles. Journal of Business Research, 63(1), 71-76.
Available at: https://aquila.usm.edu/fac_pubs/629