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La tarification par le revenue management : de la mesure de l’injustice perçue à la validation d’un modèle de « Fairness Based Pricing »

Abstract : Originally conceived and implemented by the airline industry in the United States, revenue management pricing (RMP) has grown in popularity in hotels and other service industries across the world. Revenue management has become an essential strategic tool in capacity constrained service industries whose total revenue often depends on the ability of firms to use capacity efficiently. However, despite its economic benefit, the RMP is not always well accepted by consumers, who may consider the practice as unfair. Based on the justice theory, this doctoral research has two main goals. First, this study has developed a scale to measure revenue management perceived unfairness in line with the procedures recommended in the literature. Second, the goal is to test a pool of strategies to help firms limit negative reactions and increase the willingness to pay (WTP). In order to measure the concept of perceived unfairness of revenue management and validate a new model of fairness based pricing (FBP), a lexicometric study and three quantitative samples (N1: 343, N2: 325, N3: 490) were conducted. Tested with the Partial Least Squares Path modeling (PLSPM) algorithm and the importance-performance map (IPMA), the model showing that respecting the principles of equity and transparency helps to reduce perceived unfairness and predict the WTP in the context of RMP. The results of this thesis should help capacity-constrained services companies improve their RMP.
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Sourou Meatchi. La tarification par le revenue management : de la mesure de l’injustice perçue à la validation d’un modèle de « Fairness Based Pricing ». Gestion et management. Université d'Angers, 2019. Français. ⟨NNT : 2019ANGE0016⟩. ⟨tel-02887091⟩

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