Nas empresas prestadoras de serviços, a manutenção e a ampliação das trocas relacionais reforçam a retenção de clientes como sendo um diferencial perante a concorrência. Para as empresas se habilitarem a adotar estratégias de retenção de clientes, é fundamental que conheçam o processo pelo qual seu cliente passa nos encontros de serviços, identificando os diversos construtos que estimulam a conquista e a retenção de clientes. Para o desenvolvimento da pesquisa, foi realizado o desenvolvimento e a testagem de um Modelo Teórico contemplando os construtos Valor Percebido, Reputação do Provedor de Serviços, Confiança e Custos de Troca como determinantes da Retenção de Clientes, considerando suas respectivas hipóteses. Para tanto, foi realizado o levantamento teórico que aborda a Retenção de Clientes, bem como a compreensão e análise dos demais construtos que antecedem e que afetam estrategicamente a competitividade de um provedor de serviços. Posteriormente, foi efetuado um estudo quantitativo de caráter descritivo, por meio da implementação de uma survey. A análise dos resultados foi feita com base em estatísticas multivariadas, utilizando-se a Modelagem de Equações Estruturais para se observar e analisar os elementos que compõem o fenômeno em estudo. A amostra foi composta por 269 empresas-clientes dos planos de saúde coletivos empresariais da região de Caxias do Sul. Os resultados da pesquisa apontam que o Modelo Teórico Reespecificado apresentou índices de ajustes satisfatórios, considerando-se o seu ineditismo. Além disso, foi verificada a moderação do tempo de cliente, através da Regressão Hierárquica, sendo que esta não confirmou sua relação entre os custos de troca e a retenção de clientes. As contribuições de destaque são a comprovação que o valor percebido influencia positivamente a reputação do provedor de serviços; que a reputação do provedor de serviços impacta diretamente na confiança e nos custos de troca; que os custos de troca se configuram como determinates da retenção de clientes; e que a retenção de clientes é positivamente influenciada pela reputação no provedor de serviços em um contexto relacional. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-04-28T13:19:39Z No. of bitstreams: 1 Tese Luciene Eberle.pdf: 4832211 bytes, checksum: 6bf56e4c416976c44ab4cdb24d33a44f (MD5) / Made available in DSpace on 2014-04-28T13:19:39Z (GMT). No. of bitstreams: 1 Tese Luciene Eberle.pdf: 4832211 bytes, checksum: 6bf56e4c416976c44ab4cdb24d33a44f (MD5) / In service firms, the maintenance and expansion of relational exchanges strengthen customer retention as a differential among the competitors. In order to qualify companies to adopt strategies of customer retention, it is essential that they know the process by which their customer goes through in service encounters, identifying the various constructs that encourage achievement and customer retention. To develop this research, a Theoretical Model was developed and tested considering the following constructs: Perceived Value, Reputation of Service Provider, Reliability and Cost of Exchange, as antecedents of Customer Retention, considering their respective hypotheses. Posteriorly, it was conducted a descriptive study of the literature that makes an approach in Customer Retention, as well as the understanding and analysis of the constructs that precede and affect strategically the competitiveness of a service provider. Later, the study was continued using a descriptive quantitative research, by means of a survey. The analysis of the results was made using multivariate statistics, using the Structural Equation Modeling to observe and analyze the elements of the phenomenon under study. The sample consisted of 269 client companies of the business health plan groups in the region of Caxias do Sul. The results of the research show that the Theorical Re-Specified Model presented satisfactory values, yet considering being unedited. Furthermore, it was verified the moderation time of the clients, through Hierarchical Regression, and this did not confirmed the relationship between switching costs and customer retention. The most important contributions are related to the evidences that prove that the perceived value positively influences the reputation of the service provider; the reputation of the service provider direct impacton trust and cost changes; the costs of trade showed a huge positive influence on customer retention; furthermore, the customer retention is a relation that’s positively influenced by the service provider reputation, in a relational context.

Submitted by Marianna Nacouzi Nacouzi de Mello Franco (ma.nacouzi@gmail.com) on 2018-04-05T22:56:26Z No. of bitstreams: 1 Dissertação MPA Marianna Nacouzi de Mello Franco Versão Final.pdf: 2141421 bytes, checksum: 3c0ff43e666fed444034804bb9e3a46c (MD5) / Rejected by Mayara Costa de Sousa (mayara.sousa@fgv.br), reason: Marianna, boa tarde Alguns itens devem ser ajustados de acordo com as normas: 1. O texto "Campo de Conhecimento: Tecnologia da informação, Meios de pagamento, Fidelização" na contra capa e folha de aprovação deve ficar à esquerda da página. 2. As palavras-chave devem ser separadas por ponto e vírgula Qualquer dúvida estou à disposição. Mayara 3799/3438 on 2018-04-06T19:22:35Z (GMT) / Submitted by Marianna Nacouzi Nacouzi de Mello Franco (ma.nacouzi@gmail.com) on 2018-04-06T19:53:53Z No. of bitstreams: 2 Dissertação MPA Marianna Nacouzi de Mello Franco Versão Final.pdf: 2141421 bytes, checksum: 3c0ff43e666fed444034804bb9e3a46c (MD5) Dissertação MPA Marianna Nacouzi de Mello Franco Versão Final.pdf: 2141200 bytes, checksum: c57122f53b13f3b288d91cb869377089 (MD5) / Approved for entry into archive by Mayara Costa de Sousa (mayara.sousa@fgv.br) on 2018-04-11T16:39:45Z (GMT) No. of bitstreams: 2 Dissertação MPA Marianna Nacouzi de Mello Franco Versão Final.pdf: 2141421 bytes, checksum: 3c0ff43e666fed444034804bb9e3a46c (MD5) Dissertação MPA Marianna Nacouzi de Mello Franco Versão Final.pdf: 2141200 bytes, checksum: c57122f53b13f3b288d91cb869377089 (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-04-11T17:09:33Z (GMT) No. of bitstreams: 2 Dissertação MPA Marianna Nacouzi de Mello Franco Versão Final.pdf: 2141421 bytes, checksum: 3c0ff43e666fed444034804bb9e3a46c (MD5) Dissertação MPA Marianna Nacouzi de Mello Franco Versão Final.pdf: 2141200 bytes, checksum: c57122f53b13f3b288d91cb869377089 (MD5) / Made available in DSpace on 2018-04-11T17:09:33Z (GMT). No. of bitstreams: 2 Dissertação MPA Marianna Nacouzi de Mello Franco Versão Final.pdf: 2141421 bytes, checksum: 3c0ff43e666fed444034804bb9e3a46c (MD5) Dissertação MPA Marianna Nacouzi de Mello Franco Versão Final.pdf: 2141200 bytes, checksum: c57122f53b13f3b288d91cb869377089 (MD5) Previous issue date: 2018-03-15 / Sabe-se que os emissores de cartões arcam com altos custos de manutenção das plataformas, o que demanda uma infraestrutura cada vez mais potente, com uso intensivo de tecnologia para redução de custos operacionais e busca por inovações que diferenciem os participantes nesse mercado. Em consequência disso, eles acabam sendo repassados aos lojistas, que se veem obrigados a aceitar o cartão de crédito como meio de pagamento para garantir o seu faturamento (market share) e acompanhar os concorrentes. Com o intuito de mitigar a assimetria de informações e reduzir os custos de transação com o cartão de crédito, o Banco Central do Brasil, por meio do novo arranjo de pagamentos, promoveu a diferenciação de preços de bens e serviços oferecidos ao público em função do prazo ou do instrumento de pagamento utilizado pelo consumidor, convertida na Lei n. 13.455/2017, em junho do ano passado. Essa nova regra poderá trazer os seguintes benefícios aos agentes envolvidos: (1) o consumidor poderá pagar menos à vista, aumentando seu poder decisório em relação ao meio de pagamento que utilizará, colocando em xeque o seu real afeto e lealdade pela marca ou produto; (2) estímulo à competição entre os instituidores de pagamento (emissores e credenciadores), reduzindo os custos envolvidos com o cartão de crédito para lojistas e consumidores; e (3) regularização de uma ação já existente no comércio, formalizando algo que era velado e permitindo que o lojista exerça um protagonismo maior na dinâmica de precificação desse mercado. O presente trabalho propôs-se a explorar esses fatores por meio da aplicação de uma survey a uma amostra de varejistas. O estudo identificou que, para a maioria deles, a lei já é conhecida e adotada, sendo que a média de desconto concedida reflete o mesmo percentual cobrado pelos credenciadores para as transações com cartão de crédito. Nesse sentido, o principal motivador apontado pelos lojistas é acompanhar a concorrência por meio de preços competitivos, garantindo o incremento das vendas. Fatores como engajamento e tipo de produto foram mencionados com uma relevância menor pelos entrevistados, o que pode futuramente reforçar a necessidade de uma abordagem de relacionamento mais estratégica pelos emissores diante de seus associados, garantindo que o cartão de crédito continue sendo uma importante fonte de faturamento ao negócio e que seus benefícios sejam conhecidos para que a sua função de fidelização seja eficaz. / It is well known that credit cards issuers face huge costs to maintain their platforms, which demand a powerful infra-structure based on the use of intensive technology to achieve lower operational costs and also implement innovations that will differentiate the players in this market. Therefore, the retailers absorb these costs, once they are obliged to accept credit cards as a payment method in their stores to guarantee their profitability (market share) as well as to be competitive to their rivals pricing strategies. In order to mitigate the information asymmetry and reduce credit cards costs transactions, the Brazilian Central Bank by promoting the new payments arrangement, enabled the surcharge rule related to the payment instrument, established in the law 13.455/2017. This new rule will bring the following advantages to the agents involved: (1) the customer will be offered a discount to pay with another format, enhancing its power decision on whether the good will be bought on credit/debit card or money, revealing his real loyalty and affection to the brand or product, (2) this will also stimulate competition among payments institutions(issuers and acquires), reducing the discount taxes for the retailers and for the customers as well and, finally, (3) regulate a practice already existed in the offline market, enabling the retailer to play a relevant role in this issue by practicing price differentiation. This present work proposed to explore these factors by applying a survey with some retail businesses. The study identified that for the majority of them the law is known and the discounts are already offered to customers, on average the same percentage of the tax deducted from the credit card transactions. In this way, the major motives pointed out to apply the new rule officially, were to keep track of the competitors, that are already giving lowers prices to avoid losing clients and maintain profitability. Variables such as engagement and product type although mentioned, weren´t considered so relevant for the sellers, which can bring in the future the urge of a more strategic relationship between the credit card issuers and their associates, assuring that the product will continue to be a great source of revenues to the business and its benefits be known, so that its loyalty function continues to be efficient.

Nas empresas prestadoras de serviços, a manutenção e a ampliação das trocas relacionais reforçam a retenção de clientes como sendo um diferencial perante a concorrência. Para as empresas se habilitarem a adotar estratégias de retenção de clientes, é fundamental que conheçam o processo pelo qual seu cliente passa nos encontros de serviços, identificando os diversos construtos que estimulam a conquista e a retenção de clientes. Para o desenvolvimento da pesquisa, foi realizado o desenvolvimento e a testagem de um Modelo Teórico contemplando os construtos Valor Percebido, Reputação do Provedor de Serviços, Confiança e Custos de Troca como determinantes da Retenção de Clientes, considerando suas respectivas hipóteses. Para tanto, foi realizado o levantamento teórico que aborda a Retenção de Clientes, bem como a compreensão e análise dos demais construtos que antecedem e que afetam estrategicamente a competitividade de um provedor de serviços. Posteriormente, foi efetuado um estudo quantitativo de caráter descritivo, por meio da implementação de uma survey. A análise dos resultados foi feita com base em estatísticas multivariadas, utilizando-se a Modelagem de Equações Estruturais para se observar e analisar os elementos que compõem o fenômeno em estudo. A amostra foi composta por 269 empresas-clientes dos planos de saúde coletivos empresariais da região de Caxias do Sul. Os resultados da pesquisa apontam que o Modelo Teórico Reespecificado apresentou índices de ajustes satisfatórios, considerando-se o seu ineditismo. Além disso, foi verificada a moderação do tempo de cliente, através da Regressão Hierárquica, sendo que esta não confirmou sua relação entre os custos de troca e a retenção de clientes. As contribuições de destaque são a comprovação que o valor percebido influencia positivamente a reputação do provedor de serviços; que a reputação do provedor de serviços impacta diretamente na confiança e nos custos de troca; que os custos de troca se configuram como determinates da retenção de clientes; e que a retenção de clientes é positivamente influenciada pela reputação no provedor de serviços em um contexto relacional. / In service firms, the maintenance and expansion of relational exchanges strengthen customer retention as a differential among the competitors. In order to qualify companies to adopt strategies of customer retention, it is essential that they know the process by which their customer goes through in service encounters, identifying the various constructs that encourage achievement and customer retention. To develop this research, a Theoretical Model was developed and tested considering the following constructs: Perceived Value, Reputation of Service Provider, Reliability and Cost of Exchange, as antecedents of Customer Retention, considering their respective hypotheses. Posteriorly, it was conducted a descriptive study of the literature that makes an approach in Customer Retention, as well as the understanding and analysis of the constructs that precede and affect strategically the competitiveness of a service provider. Later, the study was continued using a descriptive quantitative research, by means of a survey. The analysis of the results was made using multivariate statistics, using the Structural Equation Modeling to observe and analyze the elements of the phenomenon under study. The sample consisted of 269 client companies of the business health plan groups in the region of Caxias do Sul. The results of the research show that the Theorical Re-Specified Model presented satisfactory values, yet considering being unedited. Furthermore, it was verified the moderation time of the clients, through Hierarchical Regression, and this did not confirmed the relationship between switching costs and customer retention. The most important contributions are related to the evidences that prove that the perceived value positively influences the reputation of the service provider; the reputation of the service provider direct impacton trust and cost changes; the costs of trade showed a huge positive influence on customer retention; furthermore, the customer retention is a relation that’s positively influenced by the service provider reputation, in a relational context.

Despite that the Swedish banking sector consists of many different actors, which provides more options for consumers in their choice of bank, the four major banks, Nordea, Swedbank, Handelsbanken and SEB, have a superior position in the banking sector. Although previous research shows that consumers lose confidence in the four major banks, there is still low consumer mobility in the banking sector. A change of bank is often described as a complicated process that takes a lot of time, which discourages consumers from implementing the change. This is a qualitative study of how bank customers experienced the change of bank. The purpose of this study is to gain a further understanding of how bank customers experience a bank change and what switching costs they experienced. The study is conducted with a deductive approach where previous research forms the basis for the interview questions used to collect data. A compilation of three well-known and widely used references about switching costs has formed the basis for the interviews questions. Ten semi-structured interviews were conducted with respondents who have changed banks in the past year. After the interviews have been presented, these are analyzed and the results of the study show that the respondents have experienced the change of bank as smoothly. The study concludes with a discussion about how customer mobility in the Swedish banking sector may increase. / Trots att den svenska banksektorn består av många olika aktörer vilket ger flera alternativ för konsumenterna i deras val av bank har de fyra storbankerna, Nordea, Swedbank, Handelsbanken och SEB, en överlägsen position inom banksektorn. Fastän undersökningar visar att konsumenterna tappar förtroende för storbankerna är det fortsatt låg bytesintensitet inom banksektorn. Ett byte av bank beskrivs ofta som en krånglig process som tar lång tid vilket avskräcker konsumenterna att genomföra bytet. Detta är en kvalitativ studie om hur bankkunder som genomfört ett bankbyte upplevt det. Syftet med denna studie är att få en mer djupgående förståelse för hur svenska bankkunder upplever ett bankbyte och vilka byteskostnader som upplevts vid bytet av bank. Studien utförs med ett deduktivt tillvägagångssätt där tidigare forskning utgör grunden för intervjufrågorna som används för att samla in data. En sammanställning av tre välkända och allmänt använda referenser om byteskostnader har utgjort grunden för intervjufrågorna. Tio semistrukturerade intervjuer har genomförts med respondenter som har bytt bank under det senaste året. Efter att intervjuerna presenteras analyseras empirin och studiens resultat visar att bankkunderna har upplevt bankbytet som smidigt. Studien avslutas med en diskussion angående hur kundrörligheten inom banksektorn kan tänkas öka.

Este estudio evalúa principalmente el impacto de los costos de cambio en el poder de mercado de las firmas que ofertan los servicios de telefonía e internet móvil (Movistar, Claro, Entel y Vittel), usando datos anuales entre el 2004 y 2019. Primero, se construye el índice de Lerner una medida tradicional de poder de mercado. Para ello, se estima un precio promedio y un costo marginal para cada empresa. Adicionalmente, utilicé el método de Shy para medir los costos de cambio por cada empresa en función del precio promedio y el número de líneas. Luego, dado la disponibilidad de datos panel se aplica la especificación de Generalized Least Squares (GLS) de efectos aleatorios y el modelo de efectos fijos y aleatorios de tiempo. Encontré que los costos de cambio difieren por cada empresa. En la industria de servicios móviles del Perú se encuentra que los costos de cambio más altos corresponden a la empresa Claro y Movistar, pero que en general estos costos de cambio de las empresas se han reducido, lo que sugiere que las políticas regulatorias y la mayor competencia en la industria de servicios móviles han influenciado en su disminución. Asimismo, se encuentra que existe una relación positiva entre los costos de cambio y el poder de mercado. Es decir, las empresas que poseen mayores costos de cambio son las empresas que tienen mayor capacidad para incrementar los precios. Adicionalmente, los resultados sugieren que el poder de mercado se ve afectado por el tamaño de la empresa y el IHH. / This study mainly evaluates the impact of the costs of change on the market power of the firms that offer mobile telephony and internet services (Movistar, Claro, Entel and Vittel), using annual data between 2004 and 2019. First, the Lerner index, a traditional measure of market power, is constructed. To do this, an average price and marginal cost is estimated for each company. Additionally, I used method by Shy method to measure switching costs for each company based on the average price and the number of lines. Then, given the availability of panel data, the Generalized Least Squares (GLS) specification of random effects and the fixed and random effects time model are applied. I found that switching costs differ by company. In Peru's mobile services industry, I found that the highest switching costs are incurred by Claro and Movistar, but that in general these companies' switching costs have been reduced, suggesting that regulatory policies and increased competition in the mobile services industry have influenced their decrease. It is also found that there is a positive relationship between exchange costs and market power. That is, the companies with higher switching costs are the companies that have greater capacity to increase prices. Additionally, the results suggest that market power is affected by company size and HHI. / Trabajo de investigación

A progressive shift from cash and card –based in-store payments, towards contactless mobile payments, is currently in the making on the European market. This shift would imply payments in stores to be performed in a fast, simple, secure and preferably less costly manner, between a consumer´s mobile phone and a merchant´s payment terminal. Technologies such as Near Field Communication (NFC) and the use of Quick Response (QR) -codes, both facilitate such contactless payments, and have already built momentum in many European countries. This implies an undoubtedly very tempting new payment experience by the use of mobile phones. However, this shift entails several uncertainties and issues regarding the crystallization of the new “industry” that is forming. These issues regard social, organizational as well as market –related aspects, and adhere to stakeholders on both the provider- and user- side of contactless mobile payment products and services. It has been found that there is a great need for new research on this matter, from a more holistic perspective, where theories on industrial dynamics, developments and user adoption could be used to guide and explain these new industry-impeding issues as well as reveal new ones. This master thesis aims to answer this call – by using such theories in conjunction with a multi-stakeholder perspective from a wide base of empirically gathered data – in order to find, interpret and shed new light on key issues that impede the development and adoption of contactless mobile payments on the European market. It was deemed necessary to first conduct a thorough literature review on the current mobile payments landscape in Europe, in order to find out which key issues seem to be existent on the European market (adhering to both providers and users of mobile payment solution), with the intention to presuppose from those issues for further guidance of choices in theories and construction of empirical data gathering methodology. The theoretical framework was in such way built upon five different but highly interconnected theoretical concepts on new industry evolvement, strategy and adoption. The empirical data was gathered from a two-day conference on mobile payments in Europe, as well as from 10 in-depth interviews with different key stakeholders on the Swedish and European market. The theoretical framework and the empirical data was later merged for analysis purpose, in order to find, interpret and shed new light on these and other issues on contactless mobile payment development and adoption on the European market. This has led to some key findings or conclusions. Firstly, the literature review on the current mobile payments market in Europe revealed some key issues. On the provider-side of the stakeholder spectra; issues mainly revolve around collaboration and competition, where business models are hard to standardize due to the unevenly distributed control and power over the users. This was seen to relate heavily to the NFC Secure Element (SE) -placement, holding the consumers´ payment credentials, since different stakeholders prefer different SE -placements (on the SIM –card or integrated in the mobile phone). Some big actors have also created their own – more of end-to-end - contactless payment solutions, complicating the evolvement even further. This might further lead to issues related primarily to; early and late movers among providers, alternative mobile payment solutions, as well as issues related to interoperability between solutions/technologies as well as across borders. Security concerns have also been highlighted in the literature as a prioritized matter. Among the user-side of the stakeholder spectra; key issues relate to the adoption of in-store contactless mobile payments, such as investment costs for merchants to implement new hardware and/or software (terminals, mainly NFC -compatible), security concerns, reluctance in behavioral change among consumers´ payment habits, and uncertainties in the perceived added value through these new types of payments compared to foremost card payments. Secondly, after merging the theoretical framework with the empirical data for analysis purpose, it was revealed that the uncertain role of mobile network operators creates tensions in the ecosystem on various levels and to various extents. Secondly, preemption strategies utilized by indigenous firms in European countries shows the possibility of hampering payment interoperability, and first-movers risk hurting not only themselves, but the entire mobile payment ecosystem, if security breaches are discovered due to technological uncertainties. This is one strong reason for banks to move slower, but they mightcontradictively risk losing some of their high trustworthiness towards other stakeholders if being too passive. Moreover, two additional trade-off issues were discovered (technology/business model standardization versus innovation, and too many features in the provided offering versus too few features in the provided offering). The first of these trade-offs is further damaging for the ecosystem since there are strong differences in opinions on the matter, as well as what might increase adoption speed. The second trade-off is important to take into consideration where payment card penetration-rate is high. An additional factor carrying issues was the explicit focus of providers on only one side (consumers) in a two-sided market (consumers and merchants). Also, merchants can not be seen as a homogenous group. Finally, the “chicken and egg” –problem seem do not seem to be such a big of a problem after all.

This thesis examines and provides insight into the financial services industry and how the new payment services directive, PSD2, may come to change consumer behaviour and thereby the industry. The research is exploratory and relies on a quantitative consumer-facing survey as well as four semi-structured interviews with representatives from some of Sweden's largest banks and third party payment providers. The results show that it is likely that the increased competition will open up the market for new actors in the market acting as financial marketplaces thereby leading to minimising the tradeoff between simplicity and multiple providers. As such, in the future we will likely see less consumer loyalty and more focus on the individual products and services as opposed to who is providing them. / Detta examensarbete undersöker och ämnar att bidra med insikt i den svenska finanstjänstesektorn och hur det nya betaltjänstdirektivet, PSD2, kan komma att förändra konsumentbeteenden och därmed branschen. Arbetet är explorativt och utgår från en enkät riktad till konsumenter samt fyra stycken semi-strukturerade intervjuer med representanter från några av Sveriges största banker och tredjepartsaktörer. Resultaten visar att det är sannolikt att ökad konkurrens kommer att öppna upp marknaden för nya aktörer att verka som finansiella marknadsplatser vilket minimerar kompromissen av att välja mellan enkelhet och flertalet leverantörer. Följaktligen kommer vi sannolikt se mindre konsumentlojalitet och mer fokus på de individuella produkterna och tjänsterna snarare än leverantör.

Made available in DSpace on 2010-04-20T21:00:38Z (GMT). No. of bitstreams: 4 Caio Virgilio Bueno Magano.pdf.jpg: 2608 bytes, checksum: b5a70714a999071fc1425270ace18755 (MD5) Caio Virgilio Bueno Magano.pdf.txt: 95868 bytes, checksum: 9d7fd7da02405bc294abc9b910f035ee (MD5) license.txt: 4712 bytes, checksum: 4dea6f7333914d9740702a2deb2db217 (MD5) Caio Virgilio Bueno Magano.pdf: 622476 bytes, checksum: 23bef7a31891f0ff3e8b42b57ac6e628 (MD5) Previous issue date: 2010-02-05T00:00:00Z / Esta dissertação avalia quais foram os resultados da introdução da portabilidade no mercado de telefonia móvel brasileiro procurando entender os fatores que influenciaram este processo negativamente. Ela investiga especificamente como se comportou, depois da regulação, a participação de mercado das prestadoras de serviço em diferentes localidade do país. O principal questionamento realizado é se, no momento da transição, quando os entraves econômicos percebidos pelos usuários diminuíram, a concentração de mercado caiu ou se a presença de promoções em tarifas de ligações efetuadas dentro de uma mesma rede eventualmente induziu o comportamento inverso. / This thesis evaluates what were the results of the introduction of portability in the Brazilian mobile market trying to understand what were the factors that influenced this process negatively. It specifically investigates how the market share of service providers behaved after regulation in different location of the country. The main question been made is whether, at the time of transition, when economic barriers perceived by users decreased, market concentration has fallen or if the presence of discounts on fares of calls within the same network eventually induced the opposite pattern.

This dissertation seeks to contribute to the policy discussion on how to design efficient and sustainable energy policies. In three self-contained chapters, it applies microeconomic theory and empirical analysis to identify three market failures in European energy markets and to evaluate specific policy measures that strive to overcome these failures in order to increase market efficiency and to enhance environmental or societal sustainability. Chapter 1 and 2 study European electricity markets, which play an important role in the transition towards a carbon-neutral energy future. Overcoming barriers to efficient electricity markets is a crucial step to keep the costs of this transition as low as possible to society. Both chapters focus on obstacles to electricity market efficiency that have recently been highlighted by the European Commission. On the supply side, subsidies for renewable electricity may distort production incentives and competition in wholesale electricity markets. Chapter 1 applies a theoretical model to study the effect of different subsidies on producer strategies and competition in wholesale electricity markets. On the demand side, the European Commission seeks to overcome the reluctance of residential electricity consumers to switch electricity supplier in order to ensure effective competition in the retail electricity market. Chapter 2 empirically quantifies different reasons for switching inertia using a structural discrete choice model and performs counterfactual analysis to study the effect of different policy measures that seek to overcome switching inertia. Chapter 3 looks at the building sector, which accounts for 40% of final energy consumption in Europe and is a major emitter of carbon emissions. In the residential housing market information asymmetries hamper incentives to invest in energy efficiency improvements of rental property. This chapter empirically analyzes the effect of a European policy that mandates the use of energy performance certificates aiming at establishing an efficient market for energy efficient dwellings. / Doctorat en Sciences économiques et de gestion / info:eu-repo/semantics/nonPublished

近年來，國人追求健康、愛美等因素而運動風氣蔚為盛行，連帶擴大穿戴型裝置產業發展，越來越多廠商加入。而在競爭激烈的全球市場中，不少廠商以平台經濟模式的建立及善用網路外部性的發展為轉型的策略，其中，如何有效率擴大平台規模及提高顧客黏著度尤其重要。本研究著重於以下三點：個案公司之平台商業模式的運作機制、如何創造不同種類之網路外部性及如何管理網路外部性創造更多效益。 本研究採取單一個案研究法，並挑選從GPS大廠成功涉足智慧型穿戴式裝置且近年來積極轉型之台灣國際航電股份有限公司(Garmin Corp.)，經過研究個案公司平台商業模式與網路外部性的創造及管理，歸納本研究之發現：Garmin透過Garmin Sports平台的管理，建立與外部用戶的關係；並藉由穿戴式裝置的租借與其他廠商合作活動帶動運動市場貿易；再教練培訓為中心出發，提供一套專業、完整的課程，建立平台生態圈，擴大平台規模。 本研究之貢獻在於透過Garmin Sports的案例建立一套平台發展與網路外部性的創造與管理之架構，以期了解透過平台網路外部性發展如何提升使用者價值、為使用者帶來更多效益。歸納出三項因素如下： 1. 專業人士與外部廠商 2. 互補品的發展與資料庫的建立 3. 透過多方用戶的選擇與舉辦活動來管理網路外部性 此外，本研究為Garmin Sports平台成立初期，上線時間較短，部分網路外部性的交互影響研究受限。故建議後續研究，可待Garmin Sports平台運作期間較長，其網路外部性的創造與管理及不同種類網路外部性之相互作用亦會較為明顯。 / In recent years, the atmosphere of physical workout becomes prevalent, which results in the expansion of wearable device industry, causing more and more companies join in this industry. Under such a highly competitive global markets, platform transformation gradually becomes a popular strategy. In the research, our main focus lies on what the platform business model is and how to create and manage different kind of network externality. The case study method is applied for this research. We select Garmin Corp, a GPS corporation which successfully develops wearable devices in recent years and has transformed into a new business model as our research subject. With in-depth case study of platform business model and the creation and management of network externality, we conclude our findings as below: Garmin establishes the relationship with external users and cooperates with other companies through the management of the Garmin Sports platform by leasing wearable devices. To expand the scale of the platform, Garmin provides a set of professional training camp and competitions, so as to establish the platform ecosystem. The academic contribution of this study is to create the structure of developing platform and managing network externality, hoping to bring more value and benefits. The factors are as below: 1. Experts and external companies 2. Complementary products and database setup 3. multi-user selection and managing network externality through events In addition, this study is about the beginning of Garmin Sports platform in which on-line time is short and the interaction of network externality is limited. It is recommended that, for the follow-up research, researches should wait for Garmin Sports platform to operate for a longer period of time. Therefore, the creation and management of network externalities and the different types of network interaction will be more obvious.