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The moderating effect of bundling in...

Li, Li.

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The moderating effect of bundling in perceived fairness towards dynamic pricing in restaurant industry.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The moderating effect of bundling in perceived fairness towards dynamic pricing in restaurant industry./
Author:	Li, Li.
Description:	108 p.
Notes:	Source: Masters Abstracts International, Volume: 52-02.
Contained By:	Masters Abstracts International52-02(E).
Subject:	Business Administration, Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1544366
ISBN:	9781303341977

The moderating effect of bundling in perceived fairness towards dynamic pricing in restaurant industry.
Li, Li.

The moderating effect of bundling in perceived fairness towards dynamic pricing in restaurant industry. - 108 p.

Source: Masters Abstracts International, Volume: 52-02.

Thesis (M.S.)--Purdue University, 2013.

Given the widespread use of dynamic pricing by airlines and hotels during the past decade, restaurant managers are looking for a method to adapt dynamic pricing strategy without provoking customers' feelings of unfairness. The present research investigates the role of bundling on customer fairness perception towards demand-based pricing practice in the restaurant industry. Extending mental accounting principal and prospect theory, the results indicate that bundling significantly enhances perceived fairness and higher bundling level was associated with higher perceived fairness rating. Price changes can be acceptable to customers when bundling was used as a moderator and people tend to consider this strategy fairer in fine dining restaurants than casual dining restaurants. Practical guidelines and suggestions for restaurant managers regarding their pricing strategies are provided.

ISBN: 9781303341977Subjects--Topical Terms:

626628
Business Administration, Management.

The moderating effect of bundling in perceived fairness towards dynamic pricing in restaurant industry.
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020 $a 9781303341977
035 $a (MiAaPQ)AAI1544366
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100 1 $a Li, Li. $3 1036040
245 1 4 $a The moderating effect of bundling in perceived fairness towards dynamic pricing in restaurant industry.
300 $a 108 p.
500 $a Source: Masters Abstracts International, Volume: 52-02.
500 $a Adviser: Chun-Hung Tang.
502 $a Thesis (M.S.)--Purdue University, 2013.
520 $a Given the widespread use of dynamic pricing by airlines and hotels during the past decade, restaurant managers are looking for a method to adapt dynamic pricing strategy without provoking customers' feelings of unfairness. The present research investigates the role of bundling on customer fairness perception towards demand-based pricing practice in the restaurant industry. Extending mental accounting principal and prospect theory, the results indicate that bundling significantly enhances perceived fairness and higher bundling level was associated with higher perceived fairness rating. Price changes can be acceptable to customers when bundling was used as a moderator and people tend to consider this strategy fairer in fine dining restaurants than casual dining restaurants. Practical guidelines and suggestions for restaurant managers regarding their pricing strategies are provided.
590 $a School code: 0183.
650 4 $a Business Administration, Management. $3 626628
690 $a 0454
710 2 $a Purdue University. $b Hospitality and Tourism Management. $3 1030755
773 0 $t Masters Abstracts International $g 52-02(E).
790 $a 0183
791 $a M.S.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1544366