Authors: McMahon-Beattie, Una¹; Yeoman, Ian²; Palmer, Adrian³; Mudie, Peter⁴

Source: Journal of Revenue and Pricing Management, Volume 1, Number 1, 1 May 2002 , pp. 25-34(10)

Publisher: Palgrave Macmillan

Abstract:

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 underresearched 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.Journal of Revenue & Pricing Management (2002) 1, 25-34; doi:10.1057/palgrave.rpm.5170003

Document Type: Research article

DOI: http://dx.doi.org/10.1057/palgrave.rpm.5170003

Affiliations: 1: 1is a lecturer and research coordinator at the University of Ulster. She has authored a number of articles in revenue management and is coeditor of Yield Management: Strategies for the Services Industries. She is also the Practice Papers Editor f 2: 2is Senior Lecturer in Revenue Management at Napier University, Edinburgh. Author, contributor and editor to the Journal of Revenue Management, and Yield Management: Strategies for the Service Industries, Ian also co-chaired the 13th IATA Revenue 3: 3is Professor of Service Marketing at Gloucestershire Business School. His previous management experience before joining academia was in the travel and transport sector. He is author of seven books and over 40 refereed journal papers and is a mem 4: 4is a lecturer in marketing at Napier University, Edinburgh. Peter has a research interest in services marketing and pricing management. Publications include The Management and Marketing of Services (Butterworth-Heinemann, 1999).

Publication date: 2002-05-01

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