期刊
JOURNAL OF SERVICE RESEARCH
卷 -, 期 -, 页码 -出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/10946705231190871
关键词
dynamic service pricing; differential service pricing; price complexity; price fairness; price confusion; word of mouth
类别
This paper examines the effects of dynamic pricing versus simple price differentiation for services on price-disadvantaged consumers' intentions to spread negative word of mouth (WOM) through price confusion and price unfairness perceptions. The findings indicate that dynamic pricing leads to more price confusion than simple differential pricing, which triggers price unfairness perceptions and increases consumers' intentions to spread negative WOM. The effects of pricing tactics on negative WOM intentions vary based on service purchase frequency, with price confusion being the main driver for frequently purchased services and unfairness perceptions being the main driver for infrequently purchased services. The major managerial insight is to avoid or limit the use of dynamic pricing when there is a high likelihood of reputation damage through negative WOM among price-disadvantaged customers.
This paper examines the effects of dynamic pricing versus simple price differentiation for services through price confusion and price unfairness perceptions on price-disadvantaged consumers' intentions to spread negative word of mouth (WOM); we additionally differentiate between these customers based on specific service purchase frequency. To test our hypotheses regarding price confusion as an important driver of undesirable consumer reactions to differential pricing for services and as a precedent of price unfairness perceptions, we conduct one qualitative study and three quantitative studies. The findings provide key theoretical insights indicating that 1) dynamic pricing leads to more price confusion than simple differential pricing and 2) price confusion triggers price unfairness perceptions that increase consumers' intentions to spread negative WOM. For frequently purchased services, the pricing tactic's effects on intentions to spread negative WOM are based mainly on price confusion; for infrequently purchased services, the intentions to spread negative WOM are based primarily on unfairness perceptions. The major managerial insight of our findings is that dynamic pricing should be avoided or limited when there is a high likelihood of reputation damage through negative WOM among price-disadvantaged customers.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据