@article{2020:friesen:a_dynamic_,
title = {A dynamic perspective on consumers’ price fairness perception: Empirical evidence from the airline industry},
year = {2020},
note = {This paper investigates the concept of perceived price fairness and
its dynamic alteration along the customer buying cycle. Today,
variable pricing is widespread in many service industries. Besides the
current sales price, customers are extensively exposed to varying
external reference prices (for example, advertised prices). Thus, this
pricing practice risks being perceived as unfair at some stage along
the purchasing process, and negative consumer reactions cannot be
ruled out. However, previous research has adopted a quite static
approach, which only offered an incomplete picture of fairness
perceptions with a specific service offer. To better capture the
dynamics, this study conducted a scenario-based experiment with 459
airline customers encompassing repeated measures. The results provide
evidence that the perception of distributive and procedural fairness
significantly varies with the exposure to changing external reference
prices along the buying cycle. Therefore, marketers should be cautious
regarding price variations and advertised prices.},
journal = {Die Unternehmung},
pages = {403--425},
author = {Friesen, Mark},
volume = {74},
number = {4}
}