서비스 가격차별화 전략과 소비자의 가격공정성 지각에 관한 연구

• 영문명: A Study on the Service Price Discrimination and Customers' Perception of Price Fairness
• 발행기관: 관광경영학회
• 저자명: 이화인
• 간행물 정보: 『관광경영연구』제20권 제3호, 125~144쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2016.05.31

영문 초록

Price discrimination is widely adopted by service sectors for the purpose of attracting market segments with different price sensitivity, yet underlying this price strategy is a caveat that customers' price fairness perception may decrease as a result. This study investigated the impact of service price discrimination methods and price differences on customers' perception of price fairness and their cognitive and behavioral consequences. The results show a strong evidence that price discrimination based on customer groups significantly lowers customers' perception of price fairness in comparison with price discrimination based on purchase time or purchase quantity. This study also found that the price difference range is also an important preceding variable of price fairness perception. Consumers' price fairness perception determines the level of cognitive and affective corporate trust, which in turn significantly influences consumers' repurchase intention.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설

Ⅳ. 연구방법

Ⅴ. 분석결과

Ⅵ. 결론

참고문헌

키워드

Price Discrimination Perceived Price Fairness Lateral Customer Relationship Corporate Trust Repurchase Intention