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 contributionpeer-review


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.
Original languageEnglish
Title of host publicationUnknown Host Publication
Place of PublicationAssisi, Italy
PublisherUniversità degli Studi di Perugia
Number of pages0
Publication statusPublished (in print/issue) - Sept 2000
EventProceedings of the 5th Annual Yield and revenue Management Conference - University of Perugia, Italy
Duration: 1 Sept 2000 → …


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

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