دانلود رایگان مقاله بی عدالتی ادراک شده قیمت ها ناشی از شیوه های مدیریت عملکرد در هتل ها

abstract

This study analyzes the consumer perception of yield management (YM) with an example in the hotel sector. Hotels use these practices in order to increase their incomes. However, the dual entitlement theory suggests that customers perceive YM practices as unfair when they are not the result of cost increase or external factors. This study explores four YM practices that might be suitable in the hotel context through an empirical study of the behavior of 1010 customers. The study consists of non-parametric tests to analyze the perception of YM practices and Anova tests to identify relationships between the variables that may explain customer behavior. The results show that the manner of presenting the YM practices to consumers (positive or negative frame) has a considerable influence on their perception. Lastly, loyal customers perceive price changes the YM introduces as more unfavorable. From this point of view, firms can use several managerial levers in the communication of tariff practices and management of loyalty programs to avoid or reduce customers' perception of unfairness.

5. Discussion and conclusion

This research demonstrates that firms can practice price variations disadvantageous for the customers, and still obtain a fair customer perception of them. The feeling of fairness exists when the customer thinks that the hotel does not seek to increase its profits, or if these profits also benefit the customer fairly. Hence, customers generally accept the scenario of increasing prices during high-season. If seasonal practices represent a financial disadvantage for the customer, he or she still benefits from a reservation during a period of high demand. On the other hand, customers see as unfair the scenarios generating an increase in costs for the customer because of a last minute reservation, a last minute cancelation, or of a reservation on one day of the week rather than another because the justification is not sufficient.