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Yield Management and Trust: The Effect of Variable Pricing on Consumer Trust in A Restaurant Brand.

McMahon-Beattie, Una, Palmer, A, McCole, P and Ingold, A (2000) Yield Management and Trust: The Effect of Variable Pricing on Consumer Trust in A Restaurant Brand. In: Proceedings of the 5th Annual Yield and revenue Management Conference, University of Perugia, Italy. University of Perugia. [Conference contribution]

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Abstract

Recent developments in information technology have offered hospitality and tourism companies the opportunity to market their products and services to customers on a one-to-one basis. Assisted by the technology, two recent operations management and marketing phenomena, Yield Management and Relationship Marketing, have contributed to the development of individual, variable pricing. However, the effect of variable pricing on the level of consumer trust within a yield management system has not yet been examined in research. Therefore, this paper explores the effects of price variability on trust in buyer seller relationships and presents the quasi-experimental methodology which is currently being used to assess these effects within the restaurant sector.

Item Type:Conference contribution (Paper)
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29357
Deposited By: Professor Una McMahon-Beattie
Deposited On:28 Apr 2014 13:10
Last Modified:28 Apr 2014 13:10

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