Optimal Pricing of Services with Switching Costs
Customer switching costs are an important factor in account-based services such as telecommunications, financial, insurance and brokerage services. In these businesses, existing customers incur significant costs if they switch to another provider. Such costs include physical configuration and installation costs, contractual costs (e.g. termination fees) and cognitive costs of learning. These switching costs enable a firm to extract more revenue from incumbent customers by charging them higher prices.