Title

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

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.

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

 
COinS
 

Link to publisher version (DOI)

10.1057/palgrave.rpm.5170003