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Perceived unfairness of revenue management pricing: developing a measurement scale in the context of hospitality
[Stratégie de tarification par le revenue management dans le secteur hôtelier : réduire l’injustice perçue pour favoriser le consentement à payer]

Author

Listed:
  • Sourou Meatchi

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Sandra Camus

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Danielle Lecointre-Erickson

    (EGEI - Éthique et Gouvernance de l’Entreprise et des Institutions - UCO - Université Catholique de l'Ouest, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

Abstract

Purpose This paper aims to offer a multi-dimensional scale for measuring the concept of perceived unfairness of revenue management pricing (RMP) in the context of hospitality. Design/methodology/approach To develop a measurement scale for the perceived unfairness of RMP, the authors conducted a qualitative study using the critical incident technique to identify the key components of our measurement tool. They then collected two samples of quantitative data enabling them to have compelling evidence of the scale's reliability and validity. Findings This research identified three dimensions of perceived unfairness of RMP in the context of hospitality: perceived normative deviation, perceived opacity and negative effects. The new scale proposed here is an alternative measurement instrument that could be useful for detecting and correcting some negative aspects of RMP. Practical implications This measurement scale will help hotel managers to detect potential feelings of unfairness in relation to the RMP policies. It might also be used within the framework of market analyses and pricing strategy plans. Finally, the results of this research show that transparency, fairness and ethics based pricing could help hotel managers increase their revenue-per-available-room during and post COVID-19 pandemic. Originality/value This research develops a complete measurement scale for perceived unfairness of RMP, including cognitive and affective dimensions. The richness of this scale will help hospitality companies effectively identify the indicators that denote perceived unfairness of RMP, making them better equipped to handle customer dissatisfaction.

Suggested Citation

  • Sourou Meatchi & Sandra Camus & Danielle Lecointre-Erickson, 2021. "Perceived unfairness of revenue management pricing: developing a measurement scale in the context of hospitality [Stratégie de tarification par le revenue management dans le secteur hôtelier : rédu," Post-Print hal-03373504, HAL.
    • Handle: RePEc:hal:journl:hal-03373504
    DOI: 10.1108/IJCHM-11-2020-1344
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    References listed on IDEAS

    as
    1. Tripathi, Sanjeev, 2017. "Et tu, Brute? How unfair!," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 79-92.
    2. Bolton, Lisa E & Warlop, Luk & Alba, Joseph W, 2003. "Consumer Perceptions of Price (Un)Fairness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 474-491, March.
    3. Jodie Ferguson & Pam Ellen & William Bearden, 2014. "Procedural and Distributive Fairness: Determinants of Overall Price Fairness," Journal of Business Ethics, Springer, vol. 121(2), pages 217-231, May.
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    Cited by:

    1. Matsuoka, Kohsuke, 2022. "Effects of revenue management on perceived value, customer satisfaction, and customer loyalty," Journal of Business Research, Elsevier, vol. 148(C), pages 131-148.

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