دانلود رایگان مقاله لاتین قیمت مدیریت عملکرد هتل از سایت الزویر
عنوان فارسی مقاله:
بی عدالتی ادراک شده قیمت ها ناشی از شیوه های مدیریت عملکرد در هتل ها
عنوان انگلیسی مقاله:
Perceived unfairness of prices resulting from yield management practices in hotels
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review: perception of YM practices
The fair price is the price that a customer would be ready to pay (Chandrashekaran & Jagpal, 1994). For a price variation to be fair, the result (the posted price) or the process to make the price must be reasonable and acceptable (Bolton, Warlop, & Alba, 2003). 2.1. Theory of “dual entitlement”, cost change and fair price The theory of “dual entitlement” (Kahneman et al., 1986a) holds that consumers believe they have the right to a reasonable price and that the company should receive a reasonable profit. Two hypotheses emerge. First, customers feel that price increase to maintain profit level is fair. In other words, if service cost increases then consumers consider that the fair price will also grow. Second, a price increase in order to raise profits is unfair. The level of perception of unfairness results from a comparison with an expected price that the customer deems as the right price considering the value of goods. Evaluating a posted price's unfairness consists of comparing this price to a regular price, a reference, or a standard. This standard results from a transaction “reference,” usually the most recent or the average transaction (the price most frequently paid) or by reference to what other people say they have paid for a similar offer (Kahneman, Knetsch, & Thaler, 1986b). After comparison with the internal reference prices, the customer then perceives the new price as “cheap” or “expensive” (Monroe & Lee, 1999; Scitovszky, 1944). The customer evaluates if the difference between the price the seller charges and a price the customer uses for comparison is acceptable (Xia, Monroe, & Cox, 2004). The price comparison is explicit when the customer really does have in mind a price or several prices for comparison: the price another customer has paid, price he or she has paid previously or the price of a competitor. Price comparison is implicit when the customer evaluates the unfairness of the price but cannot compare the price to a price that another seller charges. In most situations when buyers lack information on benefits or costs (Thaler, 1985) of the provider as in the Hospitality sector, buyers evaluate fairness by comparing their benefit or cost to other buyers who are in an exchange relationship with the same vendor for the same product (Homans, 1961; Martins & Monroe, 1994). In the hotel sector the customer may have difficulties accepting that a room is more expensive for him or her than for another customer, or in comparison with a room booked a few days earlier (Kimes, 1989).
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کلمات کلیدی:
Yield management - Wikipedia https://en.wikipedia.org/wiki/Yield_management Yield management is a variable pricing strategy, based on understanding, anticipating and ... This process can result in price discrimination, in which customers ... Yield management gave way to the more general practice of revenue management. ... Yield management teams in the hotel industry have evolved tremendously ... The Concept of Hotel Revenue Management | Customer Alliance www.customer-alliance.com/en/articles/hotel_revenue_management_1/ Rating: 90% - 620 reviews Hotel Revenue management is indispensable to success, in the hospitality industry. ... As a result, customer satisfaction and pricing remain the most important dynamic ... Stanislav Ivanov, Hotel Revenue Management: From Theory to Practice ... [PDF]specifics of tourism system as a basis for yield management ... https://www.fthm.uniri.hr/files/Kongresi/THI/Papers/.../THI_May2014_689to702.pdf by I Županović - Related articles Because of this, mainly because of the heterogeneity of tourism, as well as the ..... main reasons for yield management in practice, many hotels do not function ... Searches related to resulting from yield management practices in hotels yield management in hotel industry ppt yield management in front office revenue management case studies in hospitality industry hotel revenue management case study revenue management and pricing: case studies and applications yield management ppt yield management pdf yield management in hotel industry pdf
