IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v120y2020icp175-180.html
   My bibliography  Save this article

The impact of surge pricing on customer retention

Author

Listed:
  • Huarng, Kun-Huang
  • Yu, Tiffany Hui-Kuang

Abstract

This study explores how satisfied customers are when they face surge pricing as well as how customer satisfaction affects customer retention. This study uses fuzzy set/Qualitative Comparative Analysis to generate relations and then qualitative analysis with structural associations to propagate the values and refine these relations. Both methods together generate proper relations for multi-layered problems. With data gathered from a group of executive MBA students in Taiwan, the empirical results show that loyal riders are more tolerable to surge pricing than non-loyal riders. Lastly, the evidence presents that customer satisfaction does not always positively affect customer retention.

Suggested Citation

  • Huarng, Kun-Huang & Yu, Tiffany Hui-Kuang, 2020. "The impact of surge pricing on customer retention," Journal of Business Research, Elsevier, vol. 120(C), pages 175-180.
  • Handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:175-180
    DOI: 10.1016/j.jbusres.2020.07.043
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320304951
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jbusres.2020.07.043?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gérard P. Cachon & Kaitlin M. Daniels & Ruben Lobel, 2017. "The Role of Surge Pricing on a Service Platform with Self-Scheduling Capacity," Manufacturing & Service Operations Management, INFORMS, vol. 19(3), pages 368-384, July.
    2. Harish Guda & Upender Subramanian, 2019. "Your Uber Is Arriving: Managing On-Demand Workers Through Surge Pricing, Forecast Communication, and Worker Incentives," Management Science, INFORMS, vol. 67(5), pages 1995-2014, May.
    3. Terry A. Taylor, 2018. "On-Demand Service Platforms," Manufacturing & Service Operations Management, INFORMS, vol. 20(4), pages 704-720, October.
    4. Phung, Minh Tuan & Ly, Pham Thi Minh & Nguyen, Tin Trung, 2019. "The effect of authenticity perceptions and brand equity on brand choice intention," Journal of Business Research, Elsevier, vol. 101(C), pages 726-736.
    5. Huarng, Kun-Huang, 2016. "Qualitative analysis with structural associations," Journal of Business Research, Elsevier, vol. 69(11), pages 5187-5191.
    6. Huarng, Kun-Huang, 2015. "Configural theory for ICT development," Journal of Business Research, Elsevier, vol. 68(4), pages 748-756.
    7. Yang, Hai & Shao, Chaoyi & Wang, Hai & Ye, Jieping, 2020. "Integrated reward scheme and surge pricing in a ridesourcing market," Transportation Research Part B: Methodological, Elsevier, vol. 134(C), pages 126-142.
    8. Michael Lewis, 2005. "Research Note: A Dynamic Programming Approach to Customer Relationship Pricing," Management Science, INFORMS, vol. 51(6), pages 986-994, June.
    9. Zha, Liteng & Yin, Yafeng & Du, Yuchuan, 2018. "Surge pricing and labor supply in the ride-sourcing market," Transportation Research Part B: Methodological, Elsevier, vol. 117(PB), pages 708-722.
    10. Yu, Tiffany Hui-Kuang & Huang, Meng-Chen & Huarng, Kun-Huang, 2016. "Causal complexity of economic development by energy consumption," Journal of Business Research, Elsevier, vol. 69(6), pages 2271-2276.
    11. Sushil Bikhchandani, 2020. "Intermediated surge pricing," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 29(1), pages 31-50, January.
    12. Kun-Huang Huarng & Ming-Feng Yu, 2019. "Customer satisfaction and repurchase intention theory for the online sharing economy," Review of Managerial Science, Springer, vol. 13(3), pages 635-647, June.
    13. Huarng, Kun-Huang & Yu, Tiffany Hui-Kuang, 2015. "Healthcare expenditure with causal recipes," Journal of Business Research, Elsevier, vol. 68(7), pages 1570-1573.
    14. Gentina, Elodie & Huarng, Kun-Huang & Sakashita, Mototaka, 2018. "A social comparison theory approach to mothers' and daughters' clothing co-consumption behaviors: A cross-cultural study in France and Japan," Journal of Business Research, Elsevier, vol. 89(C), pages 361-370.
    15. Thorbecke, Willem, 2019. "Oil prices and the U.S. economy: Evidence from the stock market," Journal of Macroeconomics, Elsevier, vol. 61(C), pages 1-1.
    16. Ma, Jie & Xu, Min & Meng, Qiang & Cheng, Lin, 2020. "Ridesharing user equilibrium problem under OD-based surge pricing strategy," Transportation Research Part B: Methodological, Elsevier, vol. 134(C), pages 1-24.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yu, Tiffany Hui-Kuang & Huarng, Kun-Huang & Lai, Yun Ting, 2021. "Configural analysis of innovation for exploring economic growth," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    2. Tóth, Zsófia & Nemkova, Ekaterina & Hizsák, Gábor & Naudé, Peter, 2022. "Social capital creation on professional sharing economy platforms: The problems of rating dependency and the non-transferability of social capital," Journal of Business Research, Elsevier, vol. 144(C), pages 450-460.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. He, Shan & Dai, Ying & Ma, Zu-Jun, 2023. "To offer or not to offer? The optimal value-insured strategy for crowdsourced delivery platforms," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 173(C).
    2. Dong, Tingting & Xu, Zhengtian & Luo, Qi & Yin, Yafeng & Wang, Jian & Ye, Jieping, 2021. "Optimal contract design for ride-sourcing services under dual sourcing," Transportation Research Part B: Methodological, Elsevier, vol. 146(C), pages 289-313.
    3. Tang, Wei & Xie, Ningke & Mo, Dong & Cai, Zeen & Lee, Der-Horng & Chen, Xiqun (Michael), 2023. "Optimizing subsidy strategies of the ride-sourcing platform under government regulation," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 173(C).
    4. Ke, Jintao & Li, Xinwei & Yang, Hai & Yin, Yafeng, 2021. "Pareto-efficient solutions and regulations of congested ride-sourcing markets with heterogeneous demand and supply," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 154(C).
    5. Son, Dong-Hoon & Yang, Hai, 2024. "Strategic use of fare-reward schemes in a ride-sourcing market: An equilibrium analysis," Transport Policy, Elsevier, vol. 146(C), pages 255-278.
    6. Zhang, Kenan & Nie, Yu (Marco), 2021. "To pool or not to pool: Equilibrium, pricing and regulation," Transportation Research Part B: Methodological, Elsevier, vol. 151(C), pages 59-90.
    7. Hu, Xinru & Zhou, Shuiyin & Luo, Xiaomeng & Li, Jianbin & Zhang, Chi, 2024. "Optimal pricing strategy of an on-demand platform with cross-regional passengers," Omega, Elsevier, vol. 122(C).
    8. Omar Besbes & Francisco Castro & Ilan Lobel, 2021. "Surge Pricing and Its Spatial Supply Response," Management Science, INFORMS, vol. 67(3), pages 1350-1367, March.
    9. Saif Benjaafar & Ming Hu, 2020. "Operations Management in the Age of the Sharing Economy: What Is Old and What Is New?," Manufacturing & Service Operations Management, INFORMS, vol. 22(1), pages 93-101, January.
    10. Nikhil Garg & Hamid Nazerzadeh, 2022. "Driver Surge Pricing," Management Science, INFORMS, vol. 68(5), pages 3219-3235, May.
    11. Li, Baicheng & Szeto, W.Y. & Luo, Qin, 2021. "A peak-period taxi scheme design problem: Formulation and policy implications," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 146(C).
    12. Guo, Xiaotong & Caros, Nicholas S. & Zhao, Jinhua, 2021. "Robust matching-integrated vehicle rebalancing in ride-hailing system with uncertain demand," Transportation Research Part B: Methodological, Elsevier, vol. 150(C), pages 161-189.
    13. Chen, Mingyang & Zhao, Daozhi & Gong, Yeming & Rekik, Yacine, 2022. "An on-demand service platform with self-scheduling capacity: Uniform versus multiplier-based pricing," International Journal of Production Economics, Elsevier, vol. 243(C).
    14. Sun, Luoyi & Teunter, Ruud H. & Hua, Guowei & Wu, Tian, 2020. "Taxi-hailing platforms: Inform or Assign drivers?," Transportation Research Part B: Methodological, Elsevier, vol. 142(C), pages 197-212.
    15. Sun, Xiaojie & Tang, Wansheng & Chen, Jing & Zhang, Jianxiong, 2020. "Optimal investment strategy of a free-floating sharing platform," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 138(C).
    16. Meijian Yang & Enjun Xia, 2021. "A Systematic Literature Review on Pricing Strategies in the Sharing Economy," Sustainability, MDPI, vol. 13(17), pages 1-28, August.
    17. Chen, Junlin & Xiong, Jinghong & Chen, Guobao & Liu, Xin & Yan, Peng & Jiang, Hai, 2024. "Optimal instant discounts of multiple ride options at a ride-hailing aggregator," European Journal of Operational Research, Elsevier, vol. 314(2), pages 718-734.
    18. Lin Tian & Baojun Jiang & Yifan Xu, 2021. "Manufacturer’s Entry in the Product-Sharing Market," Manufacturing & Service Operations Management, INFORMS, vol. 23(3), pages 553-568, May.
    19. Tian, Lijun & Jiang, Xiaolan & Wu, Wenxiang & Huang, Haijun, 2024. "Becoming a freelancer or contractor? Drivers’ contractual mode and schedule decisions in a dual sourcing market," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 185(C).
    20. Yang, Jie & Zhao, Daozhi & Wang, Zeyu & Xu, Chunqiu, 2022. "Impact of regulation on on-demand ride-sharing service: Profit-based target vs demand-based target," Research in Transportation Economics, Elsevier, vol. 92(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:175-180. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.