THE USE OF PRICE AND NON-PRICE MECHANISMS OF INFLUENCE ON THE CUSTOMERS’ SATISFACTION IN THE TELECOMMUNICATION MARKET

The development of information technology has affected consumers. This is especially noticeable on the cellular communications customers. The market is becoming increasingly competitively saturated, while the services and prices of competing companies remain almost the same. As a result, cellular companies are trying to find mechanisms of influence that can affect customers, increase their satisfaction and build loyalty to the company. Studies are conducted on the example of the Nizhni Novgorod region. The article discusses such pricing mechanisms of influence as: the tariff plan, the cost of individual services, and the ability to go into minus. The main problems of these mechanisms are highlighted: customers go to competitors, trying to reduce the cost of cellular communications, as well as the general decline in prices for communication services in the Nizhni Novgorod region. The authors offer several ways to increase the effectiveness of price mechanisms. All of them are aimed at increasing the involvement of the client in the formation of the price of services. Non‑price mechanisms of influence are considered on the example of loyalty programs. The article discusses the problems that do not allow effective use of this mechanism. They are divided into rational and emotional ones. The authors give recommendations for improving both price and non‑price mechanisms of influence on the buyers. Particular attention is paid to changes in such additional services as personal account on the site, SMS alerts, and mobile applications. In addition, recommendations are made on how to increase customer involvement in the system of price motivation mechanisms. Using these offerings will allow companies to increase competitiveness and increase customer satisfaction.

competition, tariff plans, telecommunications market, pricing strategy, loyalty program, cellular market, competition, personalization, brand, segmentation, retention, satisfaction, loyalty, loyalty programs, bonuses

Abrosimova A. A., Shalabaev P. S. The use of price and non-price mechanisms of influence on the customers’ satisfaction in the telecommunication market. Business. Education. Law, 2019, no. 2, pp. 65–69. DOI: 10.25683/VOLBI.2019.47.233.