경쟁사 가격의 특성이 서비스 고객의 가격공정성 지각에 미치는 영향

• 영문명: The Influence of Competitors' Prices on Service Customer Perceptions of Price Fairness
• 발행기관: 관광경영학회
• 저자명: 이화인
• 간행물 정보: 『관광경영연구』제19권 제2호, 289~309쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2015.05.30

영문 초록

This study investigated the influences of competitors' prices on service customers' perception of price fairness. It was hypothesized that competitors' prices act as an anchor when customers perceive the fairness of service prices and that their influences are escalated when the competing brand's prestige and the similarity between brands increase. The results show a strong evidence that service customers' perceptions of price fairness rely on the level of competitors' prices and the influences of competitors' prices are moderated by the similarities between the target brand and the competing brands. No significant moderating effects of brand prestige have been found. The results of this research indicate that service customers' perceptions of price fairness lead to service value perceptions, highlighting the importance of price fairness concept in services marketing.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구가설 및 모형

Ⅳ. 연구방법

Ⅴ. 분석결과

Ⅵ. 결론

참고문헌

키워드

Reference Price Competitor's Price Anchoring Effects Perceived Price Fairness Brand Prestige Similarity Service value perception