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.
|Title of host publication||Unknown Host Publication|
|Place of Publication||Assisi, Italy|
|Publisher||Università degli Studi di Perugia|
|Number of pages||0|
|Publication status||Published - Sep 2000|
|Event||Proceedings of the 5th Annual Yield and revenue Management Conference - University of Perugia, Italy|
Duration: 1 Sep 2000 → …
|Conference||Proceedings of the 5th Annual Yield and revenue Management Conference|
|Period||1/09/00 → …|
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 Università degli Studi di Perugia.