دانلود رایگان مقاله پرداخت خدمات با ارزش قیمتی بالا تفاوت بین مشتریان بالقوه

abstract

This study contributes to the limited literature on the pricing method of pay-what-you-want (PWYW) in the context of a high-value service. The study evaluates the applicability and profitability of PWYW by comparing the minimum, maximum, and PWYW prices to traditional list prices of Europe's biggest dance festival (ImPulsTanz). Results from an analysis of secondary data from ImPulsTanz reveal a pricing structure mainly demographicbased. Survey results show that PWYW prices differ between three customer groups (potential, new, and repeat). Comparing potential, new, and repeat customers, the latter is willing to pay the highest prices. Despite all customers indicating their willingness to pay for the service, PWYW prices are lower than traditional list prices. Findings also confirm the existence of three segments of customers with diverse price consciousness and quality, and value perceptions. Implications for the pricing and promotion of high-value services using PWYW are offered.

5. Discussion

This study examines whether or not different customer groups (potential, new, and repeat customers) will pay different prices in a PWYW context for a high-value service. Further, are these self-determined prices much different than actual prices? The study uses a more sophisticated price structure than previous studies, which either do not compare their PWYW results with actual prices (e.g., Schons et al., 2014) or compares one price that fits all customers (e.g., Kim et al., 2009) and ignores the effects of price reductions or discounts.