Evaluation of Customers’ Perceived Fairness of Dynamic Pricing and Its Effective Factors in Hotel Industry

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NAZARI MOHSEN; Samizadeh Mehdi

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Journal: New Marketing Research Journal Year:2018 | Volume:8 | Issue:3 (30) Page(s): 0-0

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Information Journal Paper

Title

Evaluation of Customers’ Perceived Fairness of Dynamic Pricing and Its Effective Factors in Hotel Industry

Author(s)

NAZARI MOHSEN | Samizadeh Mehdi | Issue Writer Certificate

Keywords

Perceived FairnessQ1

Dynamic PricingQ1

Hotel IndustryQ1

Costumer CharacteristicsQ1

Abstract

The aim of the study was to investigate the customers’ Perceived Fairness about the Dynamic Pricing strategy in the Hotel Industry in Iran and explain the role of customers' characteristics on Perceived Fairness. The pricing strategy was carried out in five different styles. In order to implement a Dynamic Pricing strategy in the Hotel Industry in Iran, a questionnaire was developed in the form of a five-mode role-play questionnaire for five pricing styles among potential customers of hotels and public users of social networks. The results of analyzing the data collected from 227 research questionnaires showed that weekday / weekend mode of pricing is not perceived fair, but other modes of Dynamic Pricing in the Hotel Industry are considered to be fair. The results also showed that the impact of gender and familiarity with Dynamic Pricing on people's fairness perception is not significant. On the other hand, the combined effect size of different modes of Dynamic Pricing for the three variables of income, age and experience have significant impact on fairness perception of the individual.

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APA: Copy

NAZARI, MOHSEN, & Samizadeh, Mehdi. (2018). Evaluation of Customers’ Perceived Fairness of Dynamic Pricing and Its Effective Factors in Hotel Industry. NEW MARKETING RESEARCH JOURNAL, 8(3 (30) ), 0-0. SID. https://sid.ir/paper/397927/en

Vancouver: Copy

NAZARI MOHSEN, Samizadeh Mehdi. Evaluation of Customers’ Perceived Fairness of Dynamic Pricing and Its Effective Factors in Hotel Industry. NEW MARKETING RESEARCH JOURNAL[Internet]. 2018;8(3 (30) ):0-0. Available from: https://sid.ir/paper/397927/en

IEEE: Copy

MOHSEN NAZARI, and Mehdi Samizadeh, “Evaluation of Customers’ Perceived Fairness of Dynamic Pricing and Its Effective Factors in Hotel Industry,” NEW MARKETING RESEARCH JOURNAL, vol. 8, no. 3 (30) , pp. 0–0, 2018, [Online]. Available: https://sid.ir/paper/397927/en

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