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A Study on the Service Price Discrimination and Customers' Perception of Price Fairness
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서비스 가격차별화 전략과 소비자의 가격공정성 지각에 관한 연구

논문 기본 정보

Type
Academic journal
Author
Journal
Tourism Management Research Organization 관광경영연구 관광경영연구 제20권 제3호
Published
2016.1
Pages
125 - 144 (20page)

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A Study on the Service Price Discrimination and Customers' Perception of Price Fairness
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Abstract· Keywords

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Price discrimination is widely adopted by service sectors for the purpose of attracting market segments with different price sensitivity, yet underlying this price strategy is a caveat that customers' price fairness perception may decrease as a result. This study investigated the impact of service price discrimination methods and price differences on customers' perception of price fairness and their cognitive and behavioral consequences. The results show a strong evidence that price discrimination based on customer groups significantly lowers customers' perception of price fairness in comparison with price discrimination based on purchase time or purchase quantity. This study also found that the price difference range is also an important preceding variable of price fairness perception. Consumers' price fairness perception determines the level of cognitive and affective corporate trust, which in turn significantly influences consumers' repurchase intention.
#Price Discrimination. Perceived Price Fairness. Lateral Customer Relationship. Corporate Trust. Repurchase Intention.

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References (33)

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김광지 / 2015 / 가격차별화를 통한 커피전문점 수익관리 / 호텔경영학연구 24(4):45~60 dbpia 김구성 / 2004 / 인터넷 쇼핑에서 모 기업의 신뢰가 인터넷 쇼핑몰의 신뢰와 구매의도에 미치는 영향- 구매경험자와 탐색경험자 비교연구 - / 유통연구 9(4):85~114 dbpia 김동태 / 2010 / 가격할인에 대한 지각된 공정성과 재 구매의도에 관한 연구 - 기존 구매자의 인지적, 감정적 반응을 중심으로 - / 소비자학연구 21(3):1~27 dbpia 김용준 / 2012 / 호텔 가격공정성이 브랜드 자산 및 구매의도에 미치는 영향 연구 / 관광경영연구 16(2):1~25 dbpia 김인신 / 2013 / 호텔기업의 서비스품질, 아이덴티티 매력도, 고객-기업일체성, 가격 공정성 지각의 제관계: 기업의 사회적 책임에 대한 조절효과와 함께 / 관광레저연구 25(7):251~266 dbpia

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