Article ID: | iaor20061939 |
Country: | United Kingdom |
Volume: | 1 |
Issue: | 1 |
Start Page Number: | 25 |
End Page Number: | 34 |
Publication Date: | May 2002 |
Journal: | Journal of Revenue and Pricing Management |
Authors: | McMahon-Beattie Una, Yeoman Ian, Palmer Adrian, Mudie Peter |
Keywords: | revenue management |
One of the key elements in revenue management is the variable pricing. The perception of trust and its effect on variable pricing decisions, however, is an undervalued and under-researched area. Therefore, this paper sets out to discuss customer perceptions of pricing and the concept of trust by examining the interactions of revenue, pricing and trust within the context of ongoing buyer–seller relationships. It is suggested that revenue management concepts may be at variance with the principles of relationship marketing. Suggestions are made for ways of avoiding possible conflict between the two.