No abstract

Examines the advantages and disadvantages of six service pricing approaches in the service literature including: traditional cost‐oriented approach; traditional competitive‐oriented approach; extended cost‐oriented approach; differentiation premium approach; client‐driven approach; and bundle pricing approach. Proposes a multi‐step synthetic pricing approach and a framework to deal with the complexity of service pricing. Compared with other pricing approaches, the multi‐step synthetic service pricing approach has the advantages of considering simultaneously the crucial aspects of service pricing: market competitiveness; internal cost‐profit structure; bundling and unbundling service pricing; service characteristics premium; price standard limits; client‐oriented price/demand sensitivity; and client‐oriented profit maximization. Provides an example to demonstrate the managerial application of the proposed approach.

No abstract

No abstract

A service orientation aims to provide professional and comprehensive service items to consumers in a sale or a non-sale situation, while an interaction orientation has the goal of creating good interaction ability with individual customers in order to maintain longterm, profitable customer relationships, and in the process obtaining valuable information about individual customers. These orientations build customer-centric operations and develop competitive advantages, thus enhancing firm performance and customer value. The main purpose of this study was to examine the relative and collective contributions of different strategic orientations on a firm's performance, with a focus on consumer -company identification. The structural equation model results indicate that (1) both service orientation and interaction orientation positively influence consumer -company identification and (2) interaction orientation results in higher perceived consumer identification.