Customer Perception of Pricing and the Maintenance of Trust

U McMahon-Beattie, I Yeoman, A Palmer, P Mudie

Research output: Contribution to journalArticlepeer-review


One of the key elements in revenue management is the variable pricing. The perception of trust and its effect on variable pricing decisions, however, is an undervalued and underresearched area. Therefore, this paper sets out to discuss customer perceptions of pricing and the concept of trust by examining the interactions of revenue, pricing and trust within the context of ongoing buyer–seller relationships. It is suggested that revenue management concepts may be at variance with the principles of relationship marketing. Suggestions are made for ways of avoiding possible conflict between the two.
Original languageEnglish
Pages (from-to)25-34
JournalJournal of Revenue and Pricing Management
Issue number1
Publication statusPublished (in print/issue) - 2002


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