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Customer Perception of Pricing and the Maintenance of Trust

McMahon-Beattie, U, Yeoman, I, Palmer, A and Mudie, P (2002) Customer Perception of Pricing and the Maintenance of Trust. Journal of Revenue and Pricing Management, 1 (1). pp. 25-34. [Journal article]

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URL: http://www.palgrave-journals.com/rpm/journal/v1/n1/index.html

DOI: 10.1057/palgrave.rpm.5170003

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.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29237
Deposited By: Professor Una McMahon-Beattie
Deposited On:10 Apr 2014 10:39
Last Modified:10 Apr 2014 10:39

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