A dynamic perspective on consumers’ price fairness perception: Empirical evidence from the airline industry

Mark Friesen

doi:10.5771/0042-059X-2020-4-403

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- I–II Titelei/Inhaltsverzeichnis I–II
- 331–333 Editorial 331–333
- 334–444 Beiträge 334–444
  - 334–348 Der Einfluss der Digitalisierung auf das Preismanagement – Ansatzpunkte, Modelle und Methoden Oliver Roll, Patrick Loh Oliver Roll, Patrick Loh 334–348
  - 349–364 Allocating resources in pricing – which capabilities are worth fostering in the face of AI? Iris Schmutz, Sven Reinecke, Anne-Marie Manole Iris Schmutz, Sven Reinecke, Anne-Marie Manole 349–364
  - 365–383 Improving pricing scope through consumers’ construal level – evidence based on consumers’ willingness-to-pay ranges Karina Isaak, Robert Wilken, Florian Dost, David Bürgin Karina Isaak, Robert Wilken, Florian Dost, David Bürgin 365–383
  - 384–402 Price discount strategies in times of increasing price transparency: How price consciousness and price comparison moderate the effect of discount strategy on store price image Gianluca Scheidegger, Marc Linzmajer, Thomas Rudolph Gianluca Scheidegger, Marc Linzmajer, Thomas Rudolph 384–402
  - 403–425 A dynamic perspective on consumers’ price fairness perception: Empirical evidence from the airline industry Mark Friesen Mark Friesen 403–425
  - 426–444 Fortnite: The business model pattern behind the scene Timo Schöber, Georg Stadtmann Timo Schöber, Georg Stadtmann 426–444
- 445–447 Rezension 445–447
  - Bernd Oestereich und Claudia Schröder: Agile Organisationsentwicklung: Handbuch zum Aufbau anpassungsfähiger Organisationen. ISBN 978 3 8006 6076 6, 264 S., 35,99 EUR, Verlag Vahlen: München 2020. Siegmund Pisarczyk Siegmund Pisarczyk
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A dynamic perspective on consumers’ price fairness perception: Empirical evidence from the airline industry

Autoren

Mark Friesen

DOI
- doi.org/10.5771/0042-059X-2020-4-403
- ISSN print: 0042-059X
- ISSN online: 2942-318X
Abstract

This paper investigates the concept of perceived price fairness and its dynamic alteration along the customer buying cycle. Today, variable pricing is widespread in many service industries. Besides the current sales price, customers are extensively exposed to varying external reference prices (for example, advertised prices). Thus, this pricing practice risks being perceived as unfair at some stage along the purchasing process, and negative consumer reactions cannot be ruled out. However, previous research has adopted a quite static approach, which only offered an incomplete picture of fairness perceptions with a specific service offer. To better capture the dynamics, this study conducted a scenario-based experiment with 459 airline customers encompassing repeated measures. The results provide evidence that the perception of distributive and procedural fairness significantly varies with the exposure to changing external reference prices along the buying cycle. Therefore, marketers should be cautious regarding price variations and advertised prices.
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