Perceived Price Fairness Research Articles

Customer perceptions of mobile telecommunication providers in determining satisfaction and loyalty: focusing on college students

The increased demand for mobile services drives increasingly fierce competition among mobile telecommunications providers in Indonesia. New promotional strategies are needed, and companies are advised to determine the target group of customers to collect objective and adequate information regarding their real needs, such as college students. Therefore, this study examines college students' perceptions of adopting mobile telecommunication provider services in Indonesia. This study especially explains the effects of customer perceptions regarding service quality, price fairness, and brand image on satisfaction that leads to customer loyalty. A total sample of 208 customers of the mobile telecommunication providers in Java Island were randomly selected for the study, and the data collected was analyzed with CB-SEM. The empirical results revealed a positive significant impact of customer perceptions of service quality, price fairness, and brand image on customer satisfaction. College students’ perception of price fairness has the largest significant positive influence on customer satisfaction and loyalty. The mediation mechanism analysis also confirms that customer satisfaction partially mediates between customer perceptions of service quality and brand image. This study suggests that mobile telecommunication providers in Indonesia develop superior pricing strategies to increase customer satisfaction, leading to customer loyalty.Customer Perception

The dark side of surge pricing and the mitigating role of information disclosure

ABSTRACT This research paper investigates the impact of surge pricing, a dynamic pricing strategy that adjusts prices based on real-time demand and supply, on customers’ perception of price fairness. We aim to provide insights for both academic and managerial audiences. Our study focuses on how businesses using surge pricing can minimize negative effects on customer behavior by properly communicating price changes. We conducted two experiments to examine customers’ fairness perception of surge pricing policies. Our findings revealed that customers generally perceive surge pricing as less fair. However, we also discovered that aligning the amount of information shared with the price increase can effectively improve these fairness perceptions. Our research contributes to the literature on price communication by exploring factors that influence consumers’ understanding and acceptance of price changes. Additionally, our findings offer practical guidance for businesses on how to communicate pricing information in a way that customers perceive as fair, ultimately benefiting both companies and their customers.

Farmer-owned brand purchases: The importance of label comprehension and price fairness perception

Farmer-owned brand purchases: The importance of label comprehension and price fairness perception

Service quality, perceived price fairness, and users’ continuous usage intentions regarding shared bike service

One of the most challenging issues confronting shared bicycle managers is how to improve users’ intentions for continued use. This paper presents a research model to investigate how perceived price fairness and service quality influence shared bicycle users’ intentions for continued use. Using structural equation modelling analysis of 760 shared bicycle users’ data in China, the results showed that: (1) Users’ perception of the fairness of shared bicycle prices has the greatest impact on users’ perception of green value, followed by users’ perception of functional value and users’ perception of hedonic value. (2) The service quality of bicycle-sharing operators has the greatest impact on users’ perception of social value, followed by users’ perception of hedonic value and users’ perception of green value. (3) Users’ perception of green value has the greatest impact on users’ intentions for continued use of a shared bicycle, followed by users’ hedonic value perception, users’ functional value perception, and users’ social value perception. (4) There are significant differences between high price-sensitivity users and low price-sensitivity users in the process of forming intentions for the continued use of shared bicycles.

Oliver’s Four Stage Loyalty Model to Access the Impact of Umrah Services: Evidence from Umrah Travelling Agencies Operating in Pakistan

Objective: The purpose of this study was to analyze service quality relationship with perceived price fairness, word of mouth, and customer loyalty, with the moderating role of religiosity towards Umrah travel agent services in southern Punjab, Pakistan.
 Methodology: Data was collected from Umrah pilgrims through a self-administered questionnaire using convenience sampling method. SPSS and Smart (PLS) v3.0. have been used for analysis. Findings: The results show that service quality, price fairness, and word of mouth are the most significant factors in customer loyalty. However, religiosity did not moderate between these variables and customer loyalty.
 Implications: The study suggests that Umrah travel agencies should focus on service quality and price fairness to build customer loyalty. The study also provides several theoretical and practical recommendations for future researchers.

Examining the Effect of Perceived Price Fairness on Revisit Intention of Local Guests Sharia Hotel: Customer Satisfaction as Mediation

This paper aims to investigate the effect of Perceived Price Fairness on the Revisit Intention of sharia hotel guests in Padang City, as well as the mediating role of perceived Customer Satisfaction in the relationship between Perceived Price Fairness and Revisit Intention. This paper distributes questionnaires to sharia hotel guests located in the capital city of West Sumatra, namely the city of Padang. Respondents who filled out the questionnaire were Sharia hotel guests in sharia hotels. However, seeing the phenomenon in West Sumatra, especially the city of Padang, based on visit data from Syariah hotels, most guests staying at Syariah hotels were domestic tourists or local travelers from Pekanbaru and Jambi. Responses obtained from 241 sharia hotel guests were analyzed using Smart-PLS. In addition to analyzing the path coefficients, this study also examines the general method variance and the indirect effects of the relationship.The results show that perceived price fairness dramatically influences the level of customer satisfaction for Syariah hotel guests. Price is an effective strategy to promote guest behavioral intentions to revisit Syariah hotel guests. Better service quality is reflected in the Perceived Price Fairness issued by hotel guests in obtaining service. Hotel guests who receive poor service and poor hotel facilities will tend to compare the service with the costs incurred to ensure the appropriateness of the amount paid. In addition, customer satisfaction also influences the perception of sharia hotel guests to return to stay at sharia hotels. Practical implication – sharia hotel that wishes to implement Shariah-compliant hotel principles must improve hotel facilities and sharia-compliant hotel principles to reflect the Perceived Price Fairness offered. This is very important considering the relatively complex price structure in the follow-up of hotel selection, which can influence the patient's decision on Revisit Intention.

Pengaruh Beauty Influencer dan Perceived Price Fairness Terhadap Keputusan Pembelian Produk Skincare

Due to the rapid increase of beauty influencer and global skincare product numbers, local skincare brands need to consider the most appropriate beauty influencer and pricing in order to attract potential consumers. This study aims to analyze the effect of beauty influencers and perceived price fairness on purchasing decisions through brand personality, brand trust and brand image. This research was conducted through an online survey using a voluntary sampling technique to 200 respondents with the criteria; consumers of skin care products aged 20-35 years who have made purchases in the last three months, have social media accounts and have seen beauty influencer reviews. Data were analyzed using Structural Equation Modeling (SEM) Lisrel. The results showed that the effect of beauty influencer and perceived price fairness had an indirect influence on purchasing decisions through intervention variables. Beauty influencers have a significant influence on purchasing decisions through brand personality, brand trust and brand image. Meanwhile, the perceived price fairness has a significant influence on purchasing decisions through brand image. Keywords: beauty influencer, perceived price fairness, purchase decision, skincare

The Role of Brand Anthropomorphism In Shaping Brand Love and Brand Loyalty To European Car Consumers In Indonesia

This study will examine the influence of brand anthropomorphism and brand experience on brand love and its impact on brand loyalty with perceived price fairness as the moderation variable. The research uses a quantitative approach with a survey method. The sample in this study amounted to 250 European car users spread across DKI Jakarta, DI Yogyakarta, Central Java, East Java. The analysis model in this study will be divided into 3 stages of analysis. The first stage is multiple regression analysis, the second stage is simple regression analysis. The third stage of the moderation test with hierarchical moderated regression Brand anthropomorphism had a positive effect on the formation of brand love. Brand experience also has a positive and significant effect on brand love. Brand love has a positive effect on brand engagement. perceived price fairness does not moderate the relationship between brand love and brand engagement. For further research it is suggested to add subjective norm variables to this research model.

The influence of different types of satisfaction on loyalty on C2C online shopping platform: From the perspective of sellers and the platform

With the rise and development of major types of platforms, the competition for resources has become extremely fierce, and the market share of C2C platforms has been seriously threatened by the loss of resources. Therefore, building and maintaining buyers’ satisfaction and loyalty to C2C platforms is critical to the survival and sustainability of C2C platforms in China. However, the current knowledge on how platform satisfaction and loyalty are constructed in the C2C e-commerce environment is incomplete. In this study, seller-based satisfaction and platform-based satisfaction are constructed separately. We further distinguish seller-based transaction satisfaction into economic and social satisfaction and explore their antecedents and consequences. To test our research hypotheses, we conduct a survey and collect data from a real online market (Taobao website). The results show that seller-based transaction satisfaction positively affects platform-based overall satisfaction and loyalty; perceived product quality, perceived assurance, and perceived price fairness all have a significant effect on economic satisfaction, whereas perceived relationship quality and perceived empathy significantly influence social satisfaction. These findings help us understand the literature related to customer satisfaction in the context of C2C in China and provide inspiration for online sellers and platforms.

Research on Price Fairness Perception of Customers in High Star Hotels

Research on Price Fairness Perception of Customers in High Star Hotels

What drives car buyers to accept a rejuvenated brand? the mediating effects of value and pricing in a consumer-brand relationship

ABSTRACT This study aims to model the direct effects of brand equity elements (affective brand experience, brand personality, trust, and perceived quality) on consumers’ purchase intention, and the indirect effect of perceived value on the outcome, via perceived price fairness. A quantitative survey was conducted with potential buyers of a rejuvenating Malaysian national automotive brand, in which the market share and sales had substantially eroded over the past two decades. Data were collected in two different time phases, separated by the official market launch of a new mid-size SUV that would eventually become the brand’s flagship model. The findings indicate that almost all of the antecedents positively influence perceived value and price fairness. Furthermore, it is shown that perceived price fairness mediates the effect of perceived value on purchase intention. From a brand equity perspective, this research provides a unique outcome that depicts the consumers’ mindset of a struggling car brand.

Role of Perceived Customer Service, Quality, and Price Fairness on Attitude Formation: An Empirical Evidence from Nepal's Online Business Context

Extensive development of information communication technology has widened the entrepreneurial opportunities and improved the multidimensional connectivity across the globe. Nepal does not stand aloof from this reality. At the same time, an abrupt outbreak of covid-19 crippled the global economy compelling many enterprises to face the unthought situation and act on issues unanticipated. Nepal's small and medium enterprises were forced to change their operation and marketing activities to reach customers. As a result, many small-sized enterprises started promoting thei products online, especially on social networking sites, accepted orders, payments online, and cash on delivery. Amid such a situation, this study aimed to identify how individuals perceive the customer services provided by online stores in Nepal. Further, this study also examined the role of perceived customer service, quality, and price fairness in shaping the attitude towards online shopping. This research applied the Ordinary Least Square to find out the effect of perceived customer service, quality, and price fairness on the attitude toward online shopping. Data was collected from 425 respondents through an online questionnaire. The collected data were processed in the Statistical Package for Social Science (25). The result of the study suggested a significant positive impact of perceived customer service, quality perception, and price fairness perception on attitude. The contribution of this study is the understanding of the relationship between the variables used in this study and the impact of the independent variable on the dependent variable in the Nepalese context. The results of this study may be helpful to the marketers in improving perceived customer service, quality perception, and price fairness and eventually increasing their sales.

The influence of big data-enabled price discrimination on tourists’ continuance usage intention to mobile applications: a technology threat avoidance perspective

ABSTRACT Though an increasing number of tourists are experiencing big data-enabled price discrimination, the influence of big data-enabled price discrimination on tourists’ continuance usage intention to mobile applications has been largely ignored by existing literature. This is the very first attempt to explore this research topic. Specifically, this paper aims to explore the influence of big data-enabled price discrimination on tourists’ continuance usage intention to mobile applications by extending the technology threat avoidance theory (TTAT). One thousand and two valid questionnaires were collected based on purposive and snowball sampling. Structural equation modelling (SEM) method was used to test the proposed the research model. The findings indicated that both perceived price fairness, threat appraisal, and perceived deception have significant impacts on tourists’ countenance usage intention to the mobile applications after experiencing big data-enabled price discrimination. Threat appraisal was also found to significantly influence avoidance intention and emotion-focused coping. Moreover, this study revealed that avoidance intention significantly impacts emotion-focused coping, while avoidance intention does not significantly influence tourists’ countenance usage intention. Importantly, perceived switching cost moderates two relationships: threat appraisal-continuance usage intention and perceived deception-continuance usage intention. In addition to the theoretical contribution, practical implications are also discussed.

How collective stress affects price fairness perceptions: The role of nostalgia

This research examines how consumers evaluate the fairness of price increases during collective stress situations. Across three collective stress situations (COVID-19, Black Lives Matter protests, and economic downturn), the authors confirm that a collective stress situation evokes feeling of nostalgia as a coping mechanism. When the collective stress situation is more severe, it heightens feelings of nostalgia, which then enhances consumer empathy, such that people tend to infer benevolent motives for a price increase. That is, consumers perceive the price increase as more fair. This research also reveals how a consumer’s political identity can moderate the impact of the perceived severity of the collective stress situation on nostalgia and thus price fairness. As a collective stress situation becomes more severe, conservatives (vs. liberals) experience greater nostalgia, leading to higher perceived fairness of price increases.

Understanding the Role of Aesthetics and Price Fairness for Establishing Marketing Strategies in the Sports Bar Industry

ABSTRACT The purpose of this research was to investigate the effect of aesthetics, price fairness, emotions, and behavioral intentions in the sports bar industry and to provide sports bar managers with practical strategies for maximizing the physical environment by employing aesthetics. Using data collected from 507 U.S. sports bar customers, structural equation model analysis was performed which supported the proposed effects of’ aesthetics on behavioral intentions via emotions. We also find that aesthetics and emotions play an important role in customers’ dining intentions in sports bars. Unlike existing studies arguing the significant effect of negative emotion on the perceived price-fairness, we found that the effect of negative emotion does not influence the perception of price-fairness of the consumers in the context of sports bar. Key theoretical and managerial implications for enhancing the patron’s positive valence emotions and aesthetic appeal are discussed.

Factors Affecting Online Purchase Intention of Prospects: A Study in Nepalese Context

Various factors influence potential buyers' purchase intention from stores. Attitude towards online shopping, perceived customer service, quality, and price fairness may also determine the prospects' intention to buy or not. Amid Covid-19, many traditional stores adopted digital platforms to reach and serve customers. In this context, this study aimed to examine how the attitude towards online shopping, prospects' perception of customer service of online stores, quality perception, and price fairness perception affect purchase intention. This study used the Ordinary Least Square model to examine the effect of independent variables on the dependent variable. 3 presents the Correlation between the variables attitude, perceived customer service, quality, price fairness, and purchase intention of the respondents. The correlation test revealed significant positive correlations between the stated variables. The study employed a survey method to collect data from 425 respondents, using a structured-self administered questionnaire. The collected data were coded, entered, and analyzed in Statistical Package for Social Science (25). The result of the study indicated a significant positive impact of attitude, perceived customer service, quality perception, and price fairness perception on purchase intention. The contribution of this study highlights the positive impact of the stated variables on the purchase intention of the prospects in the Nepalese social context. This information may be helpful for online stores to improve their marketing performance.

Managing price changes: Role of consumer thinking styles on perceived price fairness and purchase intention

Consumers expect companies to practice fair pricing. Understanding the underlying cognitive mechanism that determines consumers’ price fairness perceptions is significant. It could help mitigate negative outcomes from unfairness perceptions and place firms in a better competitive position. This study examines the role of consumers’ thinking styles in perceived price fairness and purchase intention in a price increase situation. An online experiment was conducted wherein 171 participants across India, primarily from tier-1 cities frequently using car rental services, took part from September to December 2021. The majority of the participants (72) were 21-30 years old (42%). All involved participants met the initial criteria of using car rental services at least once a week. Proposed hypotheses were checked by one-way ANOVA following Tukey post hoc test and PROCESS. One-way ANOVA results shows a significant influence of thinking styles on cognitive attribution with large effect size, F(2, 168) = 28.04, p < .001, η2 = 0.25; presents a significant influence of thinking styles on perceived price fairness with large effect size, F(2, 168) = 30.07, p < .001, η2 = .0.26; demonstrates a significant influence of thinking styles on purchase intention F(2, 168) = 19.94, p < .001, η2 = .0.19. Findings revealed that, in the face of a price increase occurrence, consumers thinking holistically and analytically differ in perceived price fairness and purchase intention. Furthermore, holistic thinkers with higher cognitive attribution perceive a price increase as fairer. Thereby, they have higher purchase intention than analytic thinkers. Acknowledgment This study received support from Internal Grant Agency (project number IGA/FaME/2022/010), Tomas Bata University in Zlín.

The Impact of Algorithmic Price Discrimination on Consumers' Perceived Betrayal.

With the development of artificial intelligence technology, data support is increasing in importance, as are problems such as information disclosure, algorithmic discrimination and the digital divide. Algorithmic price discrimination occurs when online retailers or platforms charge experienced consumers who are purchasing products on their online platforms higher prices than those charged to new consumers for the same products at the same time. The purpose of this paper is to investigate the impact of algorithmic price discrimination on consumers’ perceived betrayal. This paper employed a field experimental method involving two studies. In total, 696 questionnaires were distributed to consumers: 310 for Study 1 and 386 for Study 2. The collected data were analyzed using variance analysis and process analysis methods and SPSS software. Our findings suggest (1) Increased algorithmic price discrimination leads to increased perceived betrayal. (2) Increased algorithmic price discrimination leads to lower perceived price fairness and therefore to increased perceived betrayal among consumers. (3) Higher perceived ease of use of online retailers decreases the impact of algorithmic price discrimination on consumers’ perceived betrayal. We are a small group of researchers focusing on algorithmic price discrimination and integrating algorithmic discrimination into the consumer research field. Our research introduces the concept of consumer perceived betrayal to the field of artificial intelligence. We adopt a field experimental study to examine the impact of algorithmic price discrimination on consumers’ perceived betrayal by introducing variables of perceived price fairness and perceived ease of use.

How displaying price discounts can mitigate negative customer reactions to dynamic pricing

Dynamic pricing has great potential to increase retailers’ profits, but it also creates a risk of negative customer reactions. This paper examines whether and how price discount displays might mitigate negative consequences of dynamic pricing. The results of five studies indicate that when confronted with dynamic pricing customers react negatively due to norm violation, in terms of their perceptions of pricing transparency, price fairness, and value, as well as their purchase intention. However, if retailers display prices as sufficiently high discounts, they can mitigate these negative reactions. The results also suggest that customers tend to focus on the general price-setting process when evaluating a specific transaction in a dynamic pricing context. Therefore, it is necessary to consider both distributive and procedural fairness to explain and predict customers’ reactions to dynamic prices. Further, the results point to how managers may be able to successfully implement dynamic pricing, using price discount displays.

Corporate social responsibility and perceived fairness of price increases

AbstractConsumers care about the fairness of companies both in terms of corporate social responsibility (CSR) engagement and the fairness of prices. However, the interplay between these domains is not yet well understood. Therefore, this study examines how consumers’ perceptions of CSR engagement affect their perceived price fairness following a price increase. Drawing on cue‐utilization and expectancy disconfirmation theory, the authors propose that perceived CSR engagement exacerbates the negative effect of a price increase on perceived price fairness, because perceived CSR engagement increases consumers’ price fairness expectations which are violated through price increases. These propositions are tested in three experimental studies with samples consisting of approximately 3000 customers of a global furniture manufacturer and retailer (Study 1), as well as participants acquired through a self‐administered online consumer panel (Study 2) and Prolific (Study 3). The experiments yield support for the hypothesized effects and reveal CSR skepticism as a critical boundary condition. The findings extend existing literature on the effects of perceived CSR engagement and pricing on consumer reactions by examining the role of perceived CSR engagement in shaping consumer reactions to price increases and by establishing consumers’ price fairness expectations as the central psychological mechanism.