Perception of price fairness and customer response behaviors: A Case of Malaysia Hotel Industry - Softcover

Che Ahmat, Nur'Hidayah; Mohd Radzi, Salleh; Mohd Zahari, Mohd Salehuddin

 
9783659275425: Perception of price fairness and customer response behaviors: A Case of Malaysia Hotel Industry
Softcover
ISBN 10: 3659275425 ISBN 13: 9783659275425
Verlag: LAP LAMBERT Academic Publishing, 2012

Inhaltsangabe

To combat with the intense rivalry, increase competitive advantage and maximizing sales and revenues, many hotels operators are implementing the revenue management concept or yield management. Revenue management is the ability of the hotel to sell the right product to the right customer at the right time with the right price through the right distribution channels. The concept are characterized by the ability of the hotel to segment the markets, control perishable inventory, product sold in advance, fluctuating demand, low marginal sales costs, and high marginal production costs. In implementing the concept, hotel operators need to maximize the room rates when the demand is high and maximize the room sales when the demand is low. However, such practices often leads to unfairness issues that could jeopardize the relationship between the hotels and the customers and perception of price fairness is believed associated well with the customer response behaviors. This monograph highlights the empirical investigation on perception of price fairness and customer response behaviors.

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Reseña del editor

To combat with the intense rivalry, increase competitive advantage and maximizing sales and revenues, many hotels operators are implementing the revenue management concept or yield management. Revenue management is the ability of the hotel to sell the right product to the right customer at the right time with the right price through the right distribution channels. The concept are characterized by the ability of the hotel to segment the markets, control perishable inventory, product sold in advance, fluctuating demand, low marginal sales costs, and high marginal production costs. In implementing the concept, hotel operators need to maximize the room rates when the demand is high and maximize the room sales when the demand is low. However, such practices often leads to unfairness issues that could jeopardize the relationship between the hotels and the customers and perception of price fairness is believed associated well with the customer response behaviors. This monograph highlights the empirical investigation on perception of price fairness and customer response behaviors.

Biografía del autor

NURHIDAYAH CHE AMAT is a lecturer at the Faculty of Hotel and Tourism Management, University Technology MARA. Pulau Pinang, Malaysia whereas SALLEH MOHD RADZI and MOHD SALEHUDDIN MOHD ZAHARI are associate professors at the Faculty of Hotel and Tourism Management, University Technology MARA. Shah Alam, Selangor, Malaysia.

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Verlag
LAP LAMBERT Academic Publishing
Erscheinungsdatum
2012
Sprache
Englisch
ISBN 10 
3659275425
ISBN 13 
9783659275425
Einband
Tapa blanda
Anzahl der Seiten
100
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Verantwortliche Person
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