İNTERNETTEKİ DİNAMİK FİYATLANDIRMANIN MÜŞTERİNİN ALGILADIĞI DEĞERE ETKİSİ

Yıl 2018, Cilt: 2 Sayı: 1, 1 - 12, 15.06.2018

Serra Kuzay

Öz

Fiyatlandırma,
işletmenin kârını doğrudan etkileyen tek pazarlama karması elemanıdır. Ürünün
değeri hakkında müşterilere mesaj verir. Günümüzde internet üzerinden yapılan
satışlardaki fiyatlandırmalar geleneksellikten uzak, dinamik fiyatlandırma
olarak (fiyatların; zaman üzerinden müşterilere veya ürüne göre ücretlendirilme
stratejisi) gerçekleşmektedir. Bu makale internetteki alışveriş sitelerinde
uygulanan dinamik fiyatlandırmanın müşterilerin algıladığı değere olan
ilişkisini araştırmaktadır. Çalışmada tüketicinin internetteki dinamik
fiyatlandırmaya olan değer algısı nitel bir çalışmayla yürütülmüştür. Eski
çalışmalara göre internetteki dinamik fiyatlandırma müşteri değer algısına
olumsuz etki ederken, araştırmada elde edilen sonuçlara göre bu etkinin
azaldığı bunun yerine e-perakendecilerin müşteriye sunduğu değerlerin önemli
rol oynadığı görülmüştür.

Anahtar Kelimeler

İnternette dinamik fiyatlandırma, müşteri değer algısı, fiyatlandırma

THE EFFECT OF DYNAMIC PRICING ON THE INTERNET ON CUSTOMER PERCEIVED VALUE

Öz

Pricing is the only marketing parameter that can
directly affect a company’s revenue. It implies the value of the product to the
customers. In today’s internet marketing field, traditional and conventional
pricing methods are replaced by dynamic pricing (a pricing strategy that
changes by time depending on the product types or customer characteristics).
methods. In this research, the relationship between customer-perceived-value
and dynamic pricing on the e-commerce websites, is examined. In this article, customers
perception of value based on the dynamic pricing on e-commerce websites was
determined by qualitative measurement method. Previous studies showed that
dynamic pricing had negative impact on the customer-perceived-value whereas our
results support that this negative impact got reduced and instead the values
presented by the e-commerce websites play more important role on the value
perception of the customers than the dynamic pricing.

Anahtar Kelimeler

Dynamic pricing on the Internet, customer perceived value, pricing

Kaynakça

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