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Implementing Services In Pricing Decisions To Enhance The Customer Relationship — A Framework For Price Setting

In: Advances In Doctoral Research In Management

Author

Listed:
  • Sören Lüders

    (University of Valencia, Spain)

  • Luisa Andreu

    (University of Valencia, Spain)

  • Anna S. Mattila

    (Pennsylvania State University, USA)

Abstract

This study develops a pricing framework that focuses on relationship-building — a factor that has been largely ignored in the pricing literature. First, a case-study method has been employed to better understand how a production-oriented company sets prices for its products. Then a framework has been developed which incorporates the service component in the pricing equation. The results of this research suggest that factoring in the price for services offered can enhance relationship management, thus having a positive impact on the company's business performance.

Suggested Citation

  • Sören Lüders & Luisa Andreu & Anna S. Mattila, 2008. "Implementing Services In Pricing Decisions To Enhance The Customer Relationship — A Framework For Price Setting," World Scientific Book Chapters, in: Luiz Moutinho & Kun-Huang Huarng (ed.), Advances In Doctoral Research In Management, chapter 7, pages 129-147, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812778666_0007
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    More about this item

    Keywords

    Doctoral; Research; Management Methodology; Data; Analysis; Paradigm; Modeling; International; Management Theory; Statistics; Market Survey;
    All these keywords.

    JEL classification:

    • F1 - International Economics - - Trade

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