Yield Management and Trust: The Effect of Variable Pricing on Consumer Trust in A Restaurant Brand.

Una McMahon-Beattie, A Palmer, P McCole, A Ingold

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Recent developments in information technology have offered hospitality and tourism companies the opportunity to market their products and services to customers on a one-to-one basis. Assisted by the technology, two recent operations management and marketing phenomena, Yield Management and Relationship Marketing, have contributed to the development of individual, variable pricing. However, the effect of variable pricing on the level of consumer trust within a yield management system has not yet been examined in research. Therefore, this paper explores the effects of price variability on trust in buyer seller relationships and presents the quasi-experimental methodology which is currently being used to assess these effects within the restaurant sector.
LanguageEnglish
Title of host publicationUnknown Host Publication
Place of PublicationAssisi, Italy
Number of pages0
Publication statusPublished - Sep 2000
EventProceedings of the 5th Annual Yield and revenue Management Conference - University of Perugia, Italy
Duration: 1 Sep 2000 → …

Conference

ConferenceProceedings of the 5th Annual Yield and revenue Management Conference
Period1/09/00 → …

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Pricing
Yield management
Consumer trust
Restaurants
Product market
Management system
Marketing
Tourism and hospitality
Experimental methodology
Buyer-seller relationships
Operations management

Cite this

McMahon-Beattie, U., Palmer, A., McCole, P., & Ingold, A. (2000). Yield Management and Trust: The Effect of Variable Pricing on Consumer Trust in A Restaurant Brand. In Unknown Host Publication Assisi, Italy.
McMahon-Beattie, Una ; Palmer, A ; McCole, P ; Ingold, A. / Yield Management and Trust: The Effect of Variable Pricing on Consumer Trust in A Restaurant Brand. Unknown Host Publication. Assisi, Italy, 2000.
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title = "Yield Management and Trust: The Effect of Variable Pricing on Consumer Trust in A Restaurant Brand.",
abstract = "Recent developments in information technology have offered hospitality and tourism companies the opportunity to market their products and services to customers on a one-to-one basis. Assisted by the technology, two recent operations management and marketing phenomena, Yield Management and Relationship Marketing, have contributed to the development of individual, variable pricing. However, the effect of variable pricing on the level of consumer trust within a yield management system has not yet been examined in research. Therefore, this paper explores the effects of price variability on trust in buyer seller relationships and presents the quasi-experimental methodology which is currently being used to assess these effects within the restaurant sector.",
author = "Una McMahon-Beattie and A Palmer and P McCole and A Ingold",
note = "Reference text: Anderson, E., Lodish, L.M., and Weitz, B.A. (1987), {"}Resource Allocation Behaviour in Conventional Channels,{"} Journal of Marketing Research, 24 (February), pp 85-97. Butler, J.K. (1991), “Toward Understanding and Measuring Conditions of Trust: Evolution of a Conditions of Trust Inventory”, Journal of Management, 17 (3,) pp 643-663 Crosby, L.A., Evans, K.R., and Cowles, D. (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective”, Journal of Marketing, 54 (July), pp.68-81 Donaghy, K. McMahon, U and McDowell, D. (1995) Yield Management: An Overview, International Journal of Hospitality Management, 14 (2), pp 139-150 Donaghy, K., McMahon-Beattie, U., Yeoman, I and Ingold, A. (1998) The Realism of Yield Management, Progress in Tourism and Hospitality Research, 4, pp 187- 195 Dwyer, F. Robert, Paul H. Schurr, and Sejo Oh (1987), {"}Developing Buyer-Seller Relationships,{"} Journal of Marketing, 51 (April), pp 11-27. Fisk R.P., S.W. Brown and M.J. Bitner 1993. {"}Tracking the Evolution of the Services Marketing Literature{"}, Journal of Retailing, 69 (1), pp 61-103 Ganesan, Shankar (1994), {"}Determinants of Long-Term Orientation in Buyer-Seller Relationships,{"} Journal of Marketing, 58 (April), pp1-19. Granovetter, M. (1985), “Economic Action and Social Structure: The Problem of Emdeddedness”, American Journal of Sociology, Vol. 91, pp.481-510 Grayson, Kent and Tim Ambler (1999) The dark side of long-term relationships in marketing services, Journal of Marketing Research, 36 (1 )p132 Gummesson, E. (1998), “Implementation Requires a Relationship Marketing Paradigm”, Academy of Marketing Science, 26(3), pp.242-249 Kahneman, D., Knetsch, J., and Thaler, R. (1986). {"}Fairness as a Constraint on Profit Seeking: Entitlements in the Market,{"} The American Economic Review, 76(September), pp 728-741. Kalapurakal, R., Dickson, P., and Urbany., J. (1991). {"}Perceived Price Fairness and Dual Entitlement.{"} pp. 788-793 in Rebecca Holman and Michael Solomon (eds.), Advances in Consumer Research, 18. Provo, UT: Association for Consumer Research Kimes, S (1997) Yield Management: An Overview, in Yeoman, I and Ingold, A. (Eds) Yield Management, Strategies for the Service Industries, London, Cassell, pp 3-11 Kimes, S (2000) A Strategic approach to Yield Management, in Ingold, A., McMahon-Beattie, U., and Yeoman, I. (Eds) Yield Management, Strategies for the Service Industries, 2nd edition, London, Continuum, Forthcoming. Kotler, P., Makens, J., and Bowens, J. (1996), Marketing for Hospitality and Tourism, New Jersey: Prentice-Hall Lichtenstein, D., Burton, S., and. O'Hara., B.S. (1989). {"}Marketplace Attributions and Consumer Evaluations of Discount Claims,{"} Psychology and Marketing, 6(Fall), pp163-180.",
year = "2000",
month = "9",
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McMahon-Beattie, U, Palmer, A, McCole, P & Ingold, A 2000, Yield Management and Trust: The Effect of Variable Pricing on Consumer Trust in A Restaurant Brand. in Unknown Host Publication. Assisi, Italy, Proceedings of the 5th Annual Yield and revenue Management Conference, 1/09/00.

Yield Management and Trust: The Effect of Variable Pricing on Consumer Trust in A Restaurant Brand. / McMahon-Beattie, Una; Palmer, A; McCole, P; Ingold, A.

Unknown Host Publication. Assisi, Italy, 2000.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

TY - GEN

T1 - Yield Management and Trust: The Effect of Variable Pricing on Consumer Trust in A Restaurant Brand.

AU - McMahon-Beattie, Una

AU - Palmer, A

AU - McCole, P

AU - Ingold, A

N1 - Reference text: Anderson, E., Lodish, L.M., and Weitz, B.A. (1987), "Resource Allocation Behaviour in Conventional Channels," Journal of Marketing Research, 24 (February), pp 85-97. Butler, J.K. (1991), “Toward Understanding and Measuring Conditions of Trust: Evolution of a Conditions of Trust Inventory”, Journal of Management, 17 (3,) pp 643-663 Crosby, L.A., Evans, K.R., and Cowles, D. (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective”, Journal of Marketing, 54 (July), pp.68-81 Donaghy, K. McMahon, U and McDowell, D. (1995) Yield Management: An Overview, International Journal of Hospitality Management, 14 (2), pp 139-150 Donaghy, K., McMahon-Beattie, U., Yeoman, I and Ingold, A. (1998) The Realism of Yield Management, Progress in Tourism and Hospitality Research, 4, pp 187- 195 Dwyer, F. Robert, Paul H. Schurr, and Sejo Oh (1987), "Developing Buyer-Seller Relationships," Journal of Marketing, 51 (April), pp 11-27. Fisk R.P., S.W. Brown and M.J. Bitner 1993. "Tracking the Evolution of the Services Marketing Literature", Journal of Retailing, 69 (1), pp 61-103 Ganesan, Shankar (1994), "Determinants of Long-Term Orientation in Buyer-Seller Relationships," Journal of Marketing, 58 (April), pp1-19. Granovetter, M. (1985), “Economic Action and Social Structure: The Problem of Emdeddedness”, American Journal of Sociology, Vol. 91, pp.481-510 Grayson, Kent and Tim Ambler (1999) The dark side of long-term relationships in marketing services, Journal of Marketing Research, 36 (1 )p132 Gummesson, E. (1998), “Implementation Requires a Relationship Marketing Paradigm”, Academy of Marketing Science, 26(3), pp.242-249 Kahneman, D., Knetsch, J., and Thaler, R. (1986). "Fairness as a Constraint on Profit Seeking: Entitlements in the Market," The American Economic Review, 76(September), pp 728-741. Kalapurakal, R., Dickson, P., and Urbany., J. (1991). "Perceived Price Fairness and Dual Entitlement." pp. 788-793 in Rebecca Holman and Michael Solomon (eds.), Advances in Consumer Research, 18. Provo, UT: Association for Consumer Research Kimes, S (1997) Yield Management: An Overview, in Yeoman, I and Ingold, A. (Eds) Yield Management, Strategies for the Service Industries, London, Cassell, pp 3-11 Kimes, S (2000) A Strategic approach to Yield Management, in Ingold, A., McMahon-Beattie, U., and Yeoman, I. (Eds) Yield Management, Strategies for the Service Industries, 2nd edition, London, Continuum, Forthcoming. Kotler, P., Makens, J., and Bowens, J. (1996), Marketing for Hospitality and Tourism, New Jersey: Prentice-Hall Lichtenstein, D., Burton, S., and. O'Hara., B.S. (1989). "Marketplace Attributions and Consumer Evaluations of Discount Claims," Psychology and Marketing, 6(Fall), pp163-180.

PY - 2000/9

Y1 - 2000/9

N2 - Recent developments in information technology have offered hospitality and tourism companies the opportunity to market their products and services to customers on a one-to-one basis. Assisted by the technology, two recent operations management and marketing phenomena, Yield Management and Relationship Marketing, have contributed to the development of individual, variable pricing. However, the effect of variable pricing on the level of consumer trust within a yield management system has not yet been examined in research. Therefore, this paper explores the effects of price variability on trust in buyer seller relationships and presents the quasi-experimental methodology which is currently being used to assess these effects within the restaurant sector.

AB - Recent developments in information technology have offered hospitality and tourism companies the opportunity to market their products and services to customers on a one-to-one basis. Assisted by the technology, two recent operations management and marketing phenomena, Yield Management and Relationship Marketing, have contributed to the development of individual, variable pricing. However, the effect of variable pricing on the level of consumer trust within a yield management system has not yet been examined in research. Therefore, this paper explores the effects of price variability on trust in buyer seller relationships and presents the quasi-experimental methodology which is currently being used to assess these effects within the restaurant sector.

M3 - Conference contribution

BT - Unknown Host Publication

CY - Assisi, Italy

ER -

McMahon-Beattie U, Palmer A, McCole P, Ingold A. Yield Management and Trust: The Effect of Variable Pricing on Consumer Trust in A Restaurant Brand. In Unknown Host Publication. Assisi, Italy. 2000