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The importance of transparency signals in à la carte pricing

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  • Thomas Robbert

    (University of Kaiserslautern)

  • Stefan Roth

    (University of Kaiserslautern)

Abstract

The appearance of highly customized services has increased the need for à la carte pricing schemes, in which several components of the product or service are offered separately. Despite the positive consequences of customized services (e.g., better fit to customer requirements), consumer acceptance of à la carte pricing schemes is an important success factor. This study shows that consumers mostly infer self-serving rather than customer-serving intentions as a reason to implement à la carte pricing. However, it also shows that negative perceptions of such pricing can be reduced when a credible advertising claim stresses a customer-oriented transparency motive of the service provider.

Suggested Citation

  • Thomas Robbert & Stefan Roth, 2018. "The importance of transparency signals in à la carte pricing," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(1), pages 32-40, February.
    • Handle: RePEc:pal:jorapm:v:17:y:2018:i:1:d:10.1057_s41272-017-0128-7
    DOI: 10.1057/s41272-017-0128-7
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    References listed on IDEAS

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    Cited by:

    1. Anna Priester & Thomas Robbert & Stefan Roth, 2020. "A special price just for you: effects of personalized dynamic pricing on consumer fairness perceptions," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(2), pages 99-112, April.

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