Customer Perceptions of Pricing and the Maintenance of Trust
Document Type
Journal Article
Publisher
Henry Stewart Publications
Faculty
Faculty of Business and Public Management
School
School of Accounting, Finance and Business Economics
RAS ID
482
Abstract
One of the key elements in revenue management is the variable pricing. The perception of trust and its effect on variable pricing decisions, however, is an undervalued and underresearched area. Therefore, this paper sets out to discuss customer perceptions of pricing and the concept of trust by examining the interactions of revenue, pricing and trust within the context of ongoing buyer–seller relationships. It is suggested that revenue management concepts may be at variance with the principles of relationship marketing. Suggestions are made for ways of avoiding possible conflict between the two.
DOI
10.1057/palgrave.rpm.5170003
Comments
McMahon-Beattie, U., Yeoman, I., Palmer, A., & Mudie, P. (2002). Customer perceptions of pricing and the maintenance of trust. Journal of Revenue and Pricing Management, 1(1), 25-34.