Effects of Revenue Management Pricing Strategies on Perceived Fairness [Summary]
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Date
2017-10-05
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Publisher
Virginia Tech
Abstract
This study aims to examine the potential effects of three revenue management pricing strategies (best rate guarantee, rate (dis)parity, and rate frame) on customers’ perceived fairness. The outcome of this study offers a set of guidelines for hoteliers to follow in terms of revenue management pricing strategies across multiple distribution channels, while providing revenue managers with empirically supported suggestions to increase hotel revenue.
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Keywords
revenue management, pricing strategy, perceived fairness, distribution channels