Mathies, Christine, Gudergan, Siegfried P., and Wang, Paul Z. (2013) The Effects of Customer-Centric Marketing and Revenue Management on Travelers’ Choices. Journal of Travel Research, 52 (4). pp. 479-493.

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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.

Item ID:	75401
Item Type:	Article (Research - C1)
ISSN:	1552-6763
Copyright Information:	© 2013 SAGE Publications. Under SAGE's Green Open Access policy, the Accepted Version of the article may be posted in the author's institutional repository and reuse is restricted to non-commercial and no derivative uses.
Date Deposited:	20 Jan 2023 04:37
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations) @ 50% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350803 Tourism management @ 50%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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