Do telecommunications prices depend on consumer engagement? Telecomunicacions; compromís del consumidor; ofertes de retenció; discriminació de preus basada en el comportament

Abstract

This paper analyzes how customers' heterogeneous search and switching habits affect the prices paid for telecommunication services in a context in which operators use price discrimination strategies to retain their customers and attract those of their rivals. Drawing on a representative sample of Spanish households (N=3,113), we show that engaged consumers pay 9.4% less than completely unengaged consumers for their telecommunication services, after controlling for the characteristics of the bundle of services contracted. We also find that highly engaged consumers (i.e. those that have called their operator to obtain a better deal and who have switched to a different operator at least once) pay 13.6% less for their services than unengaged consumers, that consumers who have switched operator at least once pay 8.4% less, and that consumers who call their operator to request better conditions for their contracts pay 5.8% less. Finally, we show that the excess price paid by unengaged consumers increases as they contract more sophisticated services, such as premium television content and additional mobile lines.