Title: Perceived fairness and trust in consumer's reactions to revenue management

Authors: Jean Michel Chapuis

Addresses: University of Paris 1 Panthéon-Sorbonne, EIREST – Equipe Interdisciplinaire de REcherches Sur le Tourisme, Centre Albert Châtelet, 6 Rue Jean Calvin – 75005 Paris, France

Abstract: This paper explores interventions of perceptions of fairness and trust in the relationships between the practice of revenue management and consumer satisfaction. The consumers, when confronting discriminations during the buying process or the selling period, may perceive unfair transactions and some untrustworthy firms. Satisfaction may decrease accordingly. Using structural equation modelling, the analysis of responses to a survey of international travellers finds a negative influence of price variations on perceptions and attitudes. The results document a mediation of perceived fairness, trust on satisfaction. As an implication, revenue managers should tailor their pricing schemes to maintain trust in the firm.

Keywords: revenue management; perceived fairness; perceived trust; consumer satisfaction; dynamic pricing; selling period; consumer reactions; structural equation modelling; SEM; international travellers; price variations.

DOI: 10.1504/IJRM.2012.050381

International Journal of Revenue Management, 2012 Vol.6 No.3/4, pp.145 - 157

Published online: 17 Nov 2012 *

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