DOES PRICE ADVANTAGE ALWAYS PERCEIVED AS FAIR? EFFECTS OF CUSTOMER IDENTIFICATION BASED DIFFERENTIATED PRICING, CUSTOMER GROUP AND MONEY REFUND

Yıl 2019, Cilt: 12 Sayı: 23, 21 - 54, 01.06.2019

Özge Sığırcı A. Ercan Gegez

Öz

The main and interaction effects of customer identification-based differentiated pricing, customer group, and the price refund policy of the company on consumer fairness perceptions are examined. 2x2x3 between groups factorial design is used and scenarios are designed to manipulate independent variables. 12 different scenarios are read by different respondent groups, then the perceived fairness of these groups is measured and group differences are compared. The fairness of offering higher prices either to new or former customers are perceived differently by new or former customer groups. The tactic of offering prices to former customers higher than the new ones are perceived unfair by former customers as much as it is perceived unfair by the advantaged price group; new customers. Money refunds on the other hand are found to have no significant effect on the fairness perception of customers

Anahtar Kelimeler

Price, differentiated pricing, revenue management, perceived fairness, experimental design

AVANTAJLI FİYAT HER ZAMAN ADİL ALGILANIR MI? MÜŞTERİ KİMLİĞİ BAZLI FARKLILAŞTIRILMIŞ FİYATLANDIRMA, MÜŞTERİ GRUBU VE PARA İADESİNİN ETKİLERİ

Öz

Çalışmada, eski ya da yeni müşterilere daha yüksek fiyat sunmak şeklinde uygulanan bir müşteri kimliği bazlı fiyat farklılaştırmasının, müşterilerin avantajlı ya da dezavantajlı fiyat alması ve işletmenin para iadesi politikası göz önüne alınarak tüketicilerin adalet algıları üzerindeki etkileri incelenmiştir. 2x2x3 gruplararası faktöryel tasarım kullanılmış ve bağımsız değişkenleri manipüle edebilmek için senaryolar tasarlanmıştır. Tasarlanan 12 farklı senaryo farklı cevaplayıcı grupları tarafından okunmuş ve ardından bu grupların adalet algıları ölçülmüş ve gruplar arası farklılıklar analiz edilmiştir. İşletmelerin yeni ya da eski müşterilere daha yüksek fiyat sunma uygulamalarının adaletini eski ve yeni müşteri grupları farklı algılamaktadır. Eski müşterilere yeni müşterilerden daha yüksek fiyat sunulması uygulaması eski müşteriler tarafından adaletsiz algılandığı kadar avantajlı tarafta olan yeni müşteriler tarafından da adaletsiz algılanmaktadır. Para iadesi sunmak şeklinde yapılan telafinin ise müşteri adalet algıları üzerinde istatiksel olarak anlamlı bir etkisi bulunmamaktadır

Anahtar Kelimeler

Fiyat, farklılaştırılmış fiyatlandırma, gelir yönetimi, algılanan adalet, deneysel tasarım

Kaynakça

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