Existencia y heterogeneidad de los costes de cambio en la industria de la telefonía móvil

• Autores: Carlos Ocaña Pérez de Tudela, Yolanda Polo Redondo , Francisco Javier Sesé Oliván
• Localización: Hacienda Pública Española / Review of Public Economics, ISSN 0210-1173, Nº 191, 2009, págs. 9-25
• Idioma: español
• Enlaces
  • Texto completo (pdf)
• Resumen

  • Los costes de cambio han centrado el interés de numerosos trabajos de investigación durante las últimas dos décadas. Si bien la mayoría de los estudios analiza las implicaciones de dichos costes para las empresas y consumidores, su presencia en los mercados posee, igualmente, importantes consecuencias para los organismos reguladores. En general, dichos costes reducen el nivel competitivo de los mercados favoreciendo la fijación de precios superiores al coste marginal, la reducción de la calidad de los productos y servicios, la creación de barreras a la entrada y, con todo ello, la disminución del excedente de los consumidores. Con objeto de extender los trabajos existentes en este frente y de evaluar la necesidad de intervención por parte del organismo regulador en mercados donde los costes de cambio están presentes, este estudio cuantifica los costes de cambio a nivel de consumidor y efectúa un análisis de su distribución en la industria de la telefonía móvil. Los resultados ponen de manifiesto que cambiar de proveedor es costoso en este contexto, y que los costes de cambio no son iguales para todos los individuos, sino que existen diferencias significativas en su magnitud. A partir de los resultados obtenidos, los autores plantean diversas implicaciones para el organismo regulador.

• Referencias bibliográficas
  • Amit, R. y Zott, C. (2001), "Value Creation in E-Business," Strategic Management Journal, Vol. 22, 493-520.
  • Beggs, A. y Klemperer, P. (1992), "Multiperiod Competition with Switching Costs," Econometrica, Vol. 60, 651-666.
  • Birke, D. y Swann, P. (2006), "Network Effects and the Choice of Mobile Phone Operator". Journal of Evolutionary Economics, Vol. 16,...
  • Brooks, S. y Gelman, A. (1998), "General Methods for Monitoring Convergence of Iterative Simulations," Journal of Computational and...
  • Burnham, T.A., Frels, J.K. y Mahajan, V. (2003), "Consumer Switching Costs: A Typology, Antecedents and Consequences," Journal of...
  • Chen, Y. (1997), "Paying Customers to Switch," Journal of Economics & Management Strategy, Vol. 6 (4), 877-897.
  • Chen, P.Y. y Forman, C. (2006), "Can Vendors Influence Switching Costs and Compatibility in an Environment with Open Standards," MIS...
  • Chen, P.Y. y Hitt, L.M. (2002), "Measuring Switching Costs and Their Determinants in Internet Enabled Businesses: A Study of the Online...
  • CMT, Comisio´n del Mercado de las Telecomunicaciones, www.cmt.es.
  • Dick, A.S. y Basu, K. (1994), "Customer Loyalty: Toward an Integrated Conceptual Framework," Journal of the Academy of Marketing Science,...
  • Farrell, J. y Klemperer, P. (2007), "Coordination and Lock-In: Competition with Switching Costs and Network Effects," en M. Armstrong,...
  • Farrell, J. y Shapiro, C. (1988), "Dynamic Competition with Switching Costs," RAND Journal of Economics, Vol. 19, 123-137.
  • Ganesan, S. (1994). "Determinants of long-term orientation in buyerseller relationships," Journal of Marketing, Vol. 58 (2), 1-19.
  • Goldfarb, A. (2006), "State Dependence at Internet Portals," Journal of Economics and Management Strategy, Vol. 15 (2), 317-352.
  • Grzybowski, L. (2005), "Regulation of Mobile Telephony across the European Union: An Empirical Analysis," Journal of Regulatory Economics,...
  • Gryzbowski, L. (2007). "Estimating Switching Costs in Mobile Telephony in the UK". Journal of Industry, Competition and Trade, forthcoming.
  • Guiltinan J.P. (1989), "A Classification of Switching Costs with Implications for Relationship Marketing," In 1989 AMA Winter Educators'...
  • Jones, M.A., Mothersbaugh, D.L. y Beatty, S.E. (2000), "Switching Barriers and Repurchase Intentions in Services," Journal of Retailing,...
  • Jones, M.A., Mothersbaugh, D.L. y Beatty, S.E. (2002), "Why Customers Stay: Measuring the Underlying Dimensions of Services Switching...
  • Klemperer, P. (1995), "Competition when Consumers Have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics,...
  • Lam, S.Y., Shankar, V., Erramilli, R.K. y Murthy, B. (2004), "Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration...
  • Lee, J., Kim, Y., Lee, J.D. y Park, Y. (2006), "Estimating the Extent of Potential Competition in the Korean Mobile Telecommunications...
  • Lieberman, M.B. y Montgomery, D.B. (1988), "First-Mover advantages," Strategic Management Journal, Vol. 9, 41-58.
  • Mata, F.J., Fuerst, W.L. y Barney, J. (1995), "Information Technology and Sustained Competitive Advantage: A Resource-Based Analysis,"...
  • McCloughan, P. y Lyons, S. (2006), "Accounting for ARPU: New Evidence from International Panel Data," Telecommunications Policy, Vol....
  • McFadden, D. (1974), "Conditional Logit Analysis of Qualitative Choice Behavior," En Frontiers in Econometrics, P.Zarembka, eds, Academic...
  • National Economic Research Associates (NERA) (2003). "Switching Costs". A report prepared for the Office of Fair Trading and the Department...
  • Ofcom, Office of Communications (2002), "Consumers' Use of Mobile Telephony." Q8 February.
  • Patterson, P.G. y Smith, T. (2003), "A Cross-Cultural Study of Switching Barriers and Propensity to Stay With Service Providers,"...
  • Rossi, P.E., Allenby, G.M. y McCulloch, R. (2005), Bayesian Statistics and Marketing. Wiley, Chich-ester England.
  • Rust, R.T. y Verhoef, P.C. (2005), "Optimizing the Marketing Interventions Mix in Intermediate-Term CRM." Marketing Science, Vol....
  • Shachar, R. y Emerson, J. (2000), "Cast Demographics, Unobserved Segments, and Heterogenious Switching Costs in a Television Viewing Choice...
  • Shapiro, C. y Varian, H. (1999), Information Rules: A Strategic Guide to the Network Economy. Boston, M. A.: Harvard Business School Press.
  • Shum, M. (2004), "Does Advertising Overcome Brand Loyalty? Evidence from the Breakfast-Cereals Market," Journal of Economics and Management...
  • Shy, O. (2002), "A Quick-and-Easy Method for Estimating Switching Costs," International Journal of Industrial Organization, Vol. 20...
  • Snijders, T.A.B. y Bosker, R.J. (1999), Multilevel Analysis: An Introduction to Basic and Advanced Multilevel Modeling. Sage, London.
  • Spiegelhalter, D.J., Thomas, A., Best, N.G. y Lunn, D. (2003), "WinBUGS Version 1.4 User Manual," http://www.mrc-bsu.cam.ac.uk/bugs/winbugs/manual14.pdf.
  • Train, K. (2003), Discrete Choice Methods with Simulation. Cambridge University Press.
  • Verhoef, P.C. (2003), "Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development,"...