Revenue management, pricing and the consumer

Revenue Management (RM) emerged as a specific discipline in the mid‐1980s. However, despite the fact that it has been seen as a set of techniques to influence customer demand and exploit the consumer surplus, there has been a tendency for much of the research in the area to lack a consumer focus. What research there is tends to focus on three main areas, namely, the algorithm modelling of consumer behaviour, consumer trust and fairness and consumer‐centric marketing. The purpose of this article therefore is to consolidate and synthesise existing consumer focused research in RM in these three key areas.