Znaczenie bodźców cenowych dla efektów migracji klientów do kanału internetowego
Importance of Price Incentives for Effects of Customers’ Migration to Internet Channel

Summary/Abstract: The article presents the results of a quantitative study (scenario-based method) – scenarios refer to incentives/punishments-based E-channel migration strategy. The aim of the publication is to evaluate the importance of price incentives in the process of adaptation byconsumers to the new conditions of telecommunications service (to obtain technical assistancein the internet channel during post-purchase stage). Key question refers to the impact ofprice incentives on the attitude towards the service provider (customer’s purchase intention,resistance, perception of his/her freedom and positive WOM). The first part of the article isthe theoretical background to research results. In the final part of the article conclusions andpractical implications are formulated.

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