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Bundling of telecom offerings: An Empirical Investigation in the Turkish market

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  • Mithat Üner, M.
  • Güven, Faruk
  • Tamer Cavusgil, S.

Abstract

Bundling has become a popular marketing strategy in the telecommunication sector as telecom service providers all over the world have been offering various bundle types in order to increase customer loyalty and revenues. Yet our knowledge of exactly which profile of consumers reacts to bundles of service providers, and whether they would like to purchase bundle without explicit discount information, is limited. These two research questions are addressed in the present article. We examine current bundle choices and future intent of consumers through an empirical investigation, in the context of the Turkish market, one of the most dynamic and sizeable telecom sectors in the world. We build upon the extant theoretical work with empirical evidence, especially in the context of the heavily regulated Turkish market. Findings of this study can assist service providers develop and implement business strategies to expand the subscriber base.

Suggested Citation

  • Mithat Üner, M. & Güven, Faruk & Tamer Cavusgil, S., 2015. "Bundling of telecom offerings: An Empirical Investigation in the Turkish market," Telecommunications Policy, Elsevier, vol. 39(1), pages 53-64.
    • Handle: RePEc:eee:telpol:v:39:y:2015:i:1:p:53-64
    DOI: 10.1016/j.telpol.2014.12.004
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    References listed on IDEAS

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    Cited by:

    1. Uner, M.Mithat & Guven, Faruk & Cavusgil, S.Tamer, 2020. "Churn and loyalty behavior of Turkish digital natives: Empirical insights and managerial implications," Telecommunications Policy, Elsevier, vol. 44(4).
    2. Reiko Murakami, 2022. "Consumer switching behavior and bundling: an empirical study of Japan’s retail energy markets," International Journal of Economic Policy Studies, Springer, vol. 16(2), pages 443-463, August.
    3. Sobolewski, Maciej & Kopczewski, Tomasz, 2017. "Estimating demand for fixed-line telecommunication bundles," Telecommunications Policy, Elsevier, vol. 41(4), pages 227-241.
    4. Yu, Eun & Jung, Jaemin, 2018. "Towards Quadruple-Play Service: Both Individual and Household Level Analyses on Mobile Bundle," 29th European Regional ITS Conference, Trento 2018 184972, International Telecommunications Society (ITS).
    5. Hugo Ribeiro & Belem Barbosa & Antonio C. Moreira & Ricardo Rodrigues, 2024. "Customer Experience, Loyalty, and Churn in Bundled Telecommunications Services," SAGE Open, , vol. 14(2), pages 21582440241, April.
    6. Guven, Faruk, 2018. "Churn and loyalty behaviour of Turkish digital natives," 29th European Regional ITS Conference, Trento 2018 184943, International Telecommunications Society (ITS).
    7. Kim, Moon-Koo & Park, Myeong-Cheol & Lee, Duk Hee & Park, Jong-Hyun, 2019. "Determinants of subscriptions to communications service bundles and their effects on customer retention in Korea," Telecommunications Policy, Elsevier, vol. 43(9).
    8. Marjan Izadpanah & Ali Vaezi, 2023. "A Bundle Pricing Approach for Mobile Telecommunication Services: Method and Data Analysis," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(3), pages 7-25, September.
    9. Hugo Ribeiro & Belém Barbosa & António C. Moreira & Ricardo Rodrigues, 2024. "A closer look at customer experience with bundle telecommunication services and its impacts on satisfaction and switching intention," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 668-686, September.
    10. Dongwook Kim & Sungbum Kim, 2017. "The Role of Mobile Technology in Tourism: Patents, Articles, News, and Mobile Tour App Reviews," Sustainability, MDPI, vol. 9(11), pages 1-45, November.

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