Switching Costs

Switching Costs

Der Begriff Wechselkosten bezeichnet in der Wirtschaft diejenigen Transaktionskosten, die einem Abnehmer durch den Wechsel des Anbieters entstehen.

Sie sind die Summe aus den Integrationskosten des neuen Anbieters und den Opportunitätskosten (d. h. den Kosten, die den Nutzen beschreiben, der durch den bestehenden Anbieter entgeht).

So entstehen etwa beim Wechsel des Telefonanbieters Kosten, wenn die alte Telefonnummer nicht übernommen werden kann. Wechselkosten können daher auch als Ausstiegsbarrieren betrachtet werden, die u. U. die Marktstruktur verzerren. Andere Anbieter versuchen dann, die Ausstiegsbarrieren z. B. mit Subventionsangeboten an die noch gebundenen Kunden zu senken.

Ursachen

Die Ursachen für Wechselkosten sind vielschichtig. Hierzu können hohe Suchkosten, langfristige bestehende Verträge ebenso wie finanzielle Risiken gehören. Sie werden durch so genannte „Lock-in-Effekte“ (d. h. solche Situationen, in welchen der Kunde in der Nutzung eines Gutes „gefangen“ ist) begünstigt.

Siehe auch

Literatur


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