Customer Perception of Pricing and the Maintenance of Trust

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

Research output: Contribution to journalArticle

Abstract

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.
LanguageEnglish
Pages25-34
JournalJournal of Revenue and Pricing Management
Volume1
Issue number1
DOIs
Publication statusPublished - 2002

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Customer perception
Pricing
Revenue management
Pricing decisions
Interaction
Buyer-seller relationships
Revenue

Cite this

McMahon-Beattie, U ; Yeoman, I ; Palmer, A ; Mudie, P. / Customer Perception of Pricing and the Maintenance of Trust. In: Journal of Revenue and Pricing Management. 2002 ; Vol. 1, No. 1. pp. 25-34.
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Customer Perception of Pricing and the Maintenance of Trust. / McMahon-Beattie, U; Yeoman, I; Palmer, A; Mudie, P.

In: Journal of Revenue and Pricing Management, Vol. 1, No. 1, 2002, p. 25-34.

Research output: Contribution to journalArticle

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