Exploring price fairness perceptions and their influence on consumer behavior

Malc, Domen; Mumel, Damijan; Korda, Aleksandra Pisnik

doi:10.1016/j.jbusres.2016.03.031

Cited by 64 publications

(55 citation statements)

References 33 publications

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“…While the effect of price discrimination on consumers' welfare is ambiguous, behavioural economics provide a rather straight forward answer in relation to the consumers' attitude vis-à-vis price discrimination. A number of studies have confirmed that consumers generally dislike forms of price discrimination (Malc et al 2016): if a consumer finds out that he or she has paid a higher price for a product than a friend or relative, then it is unlikely that he or she will buy from the same seller again (Maggiolino 2017, 12). However, it is worth noting that price discrimination is not a novelty of the digital era.…”

Section: Personalised Pricing and Behavioural Economicsmentioning

confidence: 99%

To discriminate or not to discriminate? Personalised pricing in online markets as exploitative abuse of dominance

Botta

Wiedemann

2019

Eur J Law Econ

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The advent of big data analytics has favoured the emergence of forms of price discrimination based on consumers' profiles and their online behaviour (i.e. personalised pricing). The paper analyses this practice as a possible exploitative abuse by dominant online platforms. The paper argues that, in view of its "mixed" effect on consumers' welfare, personalised pricing requires a case-by-case assessment under EU competition law and thus it should not be banned a priori. However, in view of the recent case law of the European Court of Justice on price discrimination, the National Competition Authorities (NCAs) and the European Commission would face a high burden of proof to sanction this conduct under Art. 102(c) TFEU. Finally, the paper argues that, due to its case-by-case approach, competition law seems more suitable than omnibus regulation to tackle the negative effects that personalised pricing could have on consumers' welfare. In particular, an NCA/the European Commission could negotiate with online platforms different kinds of behavioural commitments: transparency requirements, limits on data collection/user profiling, rights to opt out of personalised pricing and the obligation to share customers' data with competitors could significantly tame the risks of personalised pricing.

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Section: Personalised Pricing and Behavioural Economicsmentioning

confidence: 99%

To discriminate or not to discriminate? Personalised pricing in online markets as exploitative abuse of dominance

Botta

Wiedemann

2019

Eur J Law Econ

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“…É possível que o mesmo consumidor pague preços diferentes pelo mesmo produto ou serviço, inclusive do mesmo vendedor. Esta situação é ainda mais comum no contexto on-line, pois a internet permite que as empresas modifiquem os preços de maneira rápida e individualizada (Malc et al, 2016). Nesta seção, apresenta-se a teoria da precificação dinâmica tanto sob a perspectiva empresarial como sob a perspectiva do consumidor.…”

Section: Precificação Dinâmica Ou Diferencialunclassified

“…Os estudos de justiça em preços estão ganhando relevância no campo do marketing, pois existem restrições sociais à exploração injusta dos preços, particularmente no que se refere às técnicas de preços diferenciais (Malc et al, 2016). A percepção de injustiça nos preços por parte dos consumidores influencia a intenção de comprar, mas também pode levar a comportamentos que prejudicam diretamente as empresas, como boca a boca negativo, excesso de reclamações, boicotes e mudança de fornecedor (Mayer e Avila, 2014).…”

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Dynamic pricing and price fairness perceptions: a study of the use of the Uber app in travels

2019

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A precificação dinâmica é considerada um método eficiente na gestão de preços e tem sido adotada por hotéis e companhias aéreas há décadas. Mais recentemente, o aplicativo de mobilidade urbana Uber, presente em mais de 600 países, introduziu a precificação dinâmica em tempo real que busca ajustar a oferta à demanda pelo serviço. Embora a literatura destaque os benefícios dos preços dinâmicos, economistas comportamentais argumentam que essas variações de preços podem ser consideradas injustas. Assim, os objetivos desse estudo são: examinar como consumidores e turistas julgam a justiça dos preços praticados pela Uber; investigar as percepções relacionadas à precificação dinâmica e à supressão da informação sobre o multiplicador da tarifa na solicitação do serviço; e examinar quais são os comportamentos derivados de julgamentos de injustiça dos preços. Trata-se de uma abordagem qualitativa e exploratória cujo método é o grupo focal. Os principais resultados indicam que o julgamento dos preços varia com o contexto e com a avalições dos benefícios do serviço; que a precificação dinâmica é considerada aceitável, mas que, em certas condições, pode desencadear sentimentos de injustiça e emoções negativas em uma parcela considerável de consumidores; e que turistas adotam estratégias comportamentais para minimizar a incerteza dos preços dinâmicos.

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“…Service recovery and price fairness studies (Bechwati, Sisodia, & Sheth, 2009;J. DeConinck & Bachmann, 2005;Goudarzi et al, 2013;Gustafsson, 2009;Homburg et al, 2014;Malc et al, 2016;Ro & Olson, 2014;Sharifi & Aghazadeh, 2016;Yilmaz, Varnali, & Tari, 2016b;Yilmaz et al, 2016c) show that quick responses, simple processes, and no-hassle processes increase outcomes. Complicated procedures are one of the most complained about item by BPJS Kesehatan Patients.…”

Section: H1: Interactional Fairness Positively Influences Customer Samentioning

confidence: 99%

Is service fairness influencing customers’ satisfaction and intention to pay insurance premium? A case in BPJS Kesehatan Indonesia

Dwidienawati¹,

Arief²,

Abdinagoro³

2018

JBRMR

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This study discusses the importance of service fairness variables -Interactional Fairness, Procedural Fairness, and Distributive Fairness -toward customer satisfaction, which further leads to customer intention to pay. There is limited previous empirical research on the effect of service fairness to service delivery, particularly in the healthcare industry. The authors hypothesised that there was a positive influence from three variables of service fairness, from customer satisfaction, to customer satisfaction, to intention to pay. Using the descriptive quantitative method, this pilot study was conducted to review the service delivery of BPJS Kesehatan service providers in various cities in Indonesia, with BPJS Kesehatan members as respondents. Data analysis was analysed with PLS-SEM with SmartPLS software. The study showed that there was a positive impact of Interactional Fairness and Distributive Fairness on customer satisfaction, and customer satisfaction on intention to pay. However, this study failed to show the relationship between Procedural Fairness to customer satisfaction. This study strengthens the building evidence of service fairness to customer satisfaction, specifically in-service delivery and in healthcare industry.

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Exploring price fairness perceptions and their influence on consumer behavior

Cited by 64 publications

References 33 publications

To discriminate or not to discriminate? Personalised pricing in online markets as exploitative abuse of dominance

To discriminate or not to discriminate? Personalised pricing in online markets as exploitative abuse of dominance

Dynamic pricing and price fairness perceptions: a study of the use of the Uber app in travels

Is service fairness influencing customers’ satisfaction and intention to pay insurance premium? A case in BPJS Kesehatan Indonesia

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