The Effects of Customer-Centric Marketing and Revenue Management on Travelers' Choices

Mathies, C; Gudergan, SP; Wang, PZ

The Effects of Customer-Centric Marketing and Revenue Management on Travelers' Choices

Mathies, C Gudergan, SP

Wang, PZ

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Publication Type:: Journal Article
Citation:: Journal of Travel Research, 2013, 52 (4), pp. 479 - 493
Issue Date:: 2013-01-01

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Field	Value	Language
dc.contributor.author	Mathies, C	en_US
dc.contributor.author	Gudergan, SP https://orcid.org/0000-0002-5493-4664	en_US
dc.contributor.author	Wang, PZ	en_US
dc.date.issued	2013-01-01	en_US
dc.identifier.citation	Journal of Travel Research, 2013, 52 (4), pp. 479 - 493	en_US
dc.identifier.issn	0047-2875	en_US
dc.identifier.uri	http://hdl.handle.net/10453/27741
dc.description.abstract	This article examines how the simultaneous use of customer-centric marketing (CCM) and revenue management (RM) affects travelers' perceptions of fairness and ultimately their purchasing choices. To address this issue, we propose and empirically test a choice model that incorporates reference-dependent fairness adjustments for both price and nonprice attributes within a random utility framework. The findings from two empirical studies using stated-preference choice experiments show that travelers engage in fairness-related reference point comparisons for price and other product attributes induced by RM and CCM. They offer additional evidence concerning the need to account comprehensively for attributes associated with both RM and CCM when predicting customer demand in travel and tourism firms. Accordingly, firms need to account not only for the effects of RM and CCM attributes but also for the corresponding reference-dependent fairness adjustments relating to those attributes. © 2013 SAGE Publications.	en_US
dc.relation.ispartof	Journal of Travel Research	en_US
dc.relation.isbasedon	10.1177/0047287513478499	en_US
dc.subject.classification	Sport, Leisure & Tourism	en_US
dc.title	The Effects of Customer-Centric Marketing and Revenue Management on Travelers' Choices	en_US
dc.type	Journal Article
utslib.citation.volume	4	en_US
utslib.citation.volume	52	en_US
utslib.for	1506 Tourism	en_US
utslib.for	1504 Commercial Services	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	4	en_US
pubs.publication-status	Published	en_US
pubs.volume	52	en_US

Abstract:

This article examines how the simultaneous use of customer-centric marketing (CCM) and revenue management (RM) affects travelers' perceptions of fairness and ultimately their purchasing choices. To address this issue, we propose and empirically test a choice model that incorporates reference-dependent fairness adjustments for both price and nonprice attributes within a random utility framework. The findings from two empirical studies using stated-preference choice experiments show that travelers engage in fairness-related reference point comparisons for price and other product attributes induced by RM and CCM. They offer additional evidence concerning the need to account comprehensively for attributes associated with both RM and CCM when predicting customer demand in travel and tourism firms. Accordingly, firms need to account not only for the effects of RM and CCM attributes but also for the corresponding reference-dependent fairness adjustments relating to those attributes. © 2013 SAGE Publications.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/27741