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Maintenance contracts for leased goods: their role in creating brand loyalty
Author(s) -
Hunsaker Julie
Publication year - 2000
Publication title -
managerial and decision economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.288
H-Index - 51
eISSN - 1099-1468
pISSN - 0143-6570
DOI - 10.1002/mde.990
Subject(s) - renting , profit (economics) , depreciation (economics) , business , loyalty , microeconomics , economics , industrial organization , commerce , marketing , capital formation , financial capital , political science , law
Abstract Using a two‐period switching cost model, this paper compares rental profit with sales profit in a framework in which duopolists produce horizontally differentiated durable goods. Rental firms use maintenance contracts that stipulate that repeat customers pay a lower fine per unit of damage than do those customers who switch to a rival firm. In the sales regime, firms give loyal customers a discount on their second period prices. If switching costs are zero, sales profit equals rental profit. For positive and identical switching costs, either regime can dominate. As the exogenous rate of depreciation falls, rental profit exceeds sales profit. Copyright © 2000 John Wiley & Sons, Ltd.