Ir al menú de navegación principal Ir al contenido principal Ir al pie de página del sitio

VENTAJA COMPETITIVA Y DESARROLLO ECONÓMICO

Vol. 8 Núm. 1 (2014): Innovación y competitividad. Impulsores del desarrollo. ISBN: 978-607-96203-0-3

Evaluación de la percepción de justicia en la fijación de precios para la implementación de Revenue Management en restaurantes

Enviado
December 1, 2016
Publicado
2018-01-05

Resumen

El Revenue Management, como herramienta estratégica, no se ha materializado en la industria restaurantera poblana. El precio fijado en base a demanda, palanca estratégica importante, es poco usado por miedo a la reacción de los clientes. Esto ocurría en Estados Unidos en los noventas a pesar de que Revenue Management era utilizado en forma exitosa en otras industrias desde los ochentas. Se diseñó una investigación no experimental, cuantitativa, descriptiva y transversal simple cuyo objetivo es evaluar la percepción de justicia en la fijación de precios como barrera competitiva para la implementación de Revenue Management en los restaurantes de Puebla. Los resultados demuestran que los consumidores poblanos en 2014 son más receptivos a aceptar estas técnicas que los consumidores de Ithaca, Estocolmo, y Singapur en 2003, concluyendo con base en el estudio presentado que las estrategias de Revenue Management se puede utilizar en la industria restaurantera con poco riesgo.

Citas

  1. Bolton, L. E., Warlop, L. & Alba, J. W. (2003). Consumer perceptions of price (un)fairness. Journal of Consumer Research, 29(4), 474-491.
  2. Campbell, M. C. (1999). Perceptions of price unfairness: antecedents and consequences. Journal of Marketing Research, 36(2), 187-199.
  3. Carroll, W. & Grimes, R. (1995). Evolutionary change in product management experience in the car rental industry. Interfaces, 25(5), 84-104.
  4. Choi, S. & Mattila, A. (2004). Hotel revenue management and its impact on customers' perceptions of fairness. Journal of Revenue and Pricing Management, 2(4), 303-314.
  5. Chung, J. Y. & Petrick, J. F. (2012). Price fairness of airline ancillary fees: an attribution approach. Journal of Travel Research, 52(2), 168-181.
  6. Cleophas, C., Frank, M. & Kliewer, N. (2009). Recent developments in demand forecasting for airline revenue management. International Journal of Revenue, 3(3), 252-259.
  7. Cross, R. (1998). Revenue management hard core tactics for profit-making and market domination. New York: Broadway Books.
  8. Darke, P. R. & Dahl, D. W. (2003). Fairness and discounts: the subjective value of a bargain. Journal of Consumer Psychology, 13(3), 328-338.
  9. Jenkings, D. (1995). Hang Book of Airlines Economics. New York: McGraw-Hill.
  10. Kahneman, D., Knetsch, J. L. & Thaler, R. H. (1986). Fairness and the assumptions of economics. Journal of Business, 59(2), 285-300.
  11. Haghighi, M., Dorosti, A., Rahnama, A. & Hoseinpour, A. (2012). Evaluation of factors affecting customer loyalty in the restaurant industry. African Journal of Business Management, 6(14), 50395046.
  12. Kalapurakal, R., Dickson, P. R. & Urbany, J. E. (1991). Perceived price fairness and dual entitlement, Advances in Consumer Research. Association for Consumer Research, 18(1), 788-793
  13. Khandelwal, U. & Bajpai, N. (2012). Price fairness and its linear dependence on consumer attitude: a comparative study in metro and non metro city. European Journal of Business and Management, 4(10), 94-102.
  14. Kimes, S. E. (1988). Perceived fairness of yield management. Cornell Hotel and Restaurant Administration Quarterly, 35(1), 22-29.
  15. Kimes, S. E. & Chase R. (1998) The Strategic Levers of Revenue Management. Journal of Services Research, 1(2), 156-166.
  16. Kimes, S. E., Choi, S., Ngonzy, E. N. & Lee, P. Y. (1988). Restaurant Revenue Management. Cornell Hotel and Restaurant Administration Quarterly, 40(3), 40-45.
  17. Kimes, S. E. & Wirtz, J. (2002), Perceived fairness of demand-based pricing for restaurants. Cornell Hotel and Restaurant Administration Quarterly, 43(1), 31-37.
  18. Kimes, S. E. & Wirtz, J. (2003). Has Revenue Management become acceptable? findings from an international study on the perceived fairness of rate fences. Journal of Service Research, 6(2), 125135
  19. Markus, H. R. & Kitiyama, S. (1991). Culture and self: implications of cognition, emotion and motivation. Psychological Review, (98), 224-53.
  20. Martins, M. & Monroe, K. B. (1994). Perceived price fairness: a new look at an old construct. Advances in Consumer Research, 21(1), 75-78.
  21. Mathies, C. & Gudergan, S .P. (2011). The role of fairness in modelling customer choice. Australasian Marketing Journal, 19(1), 22-29.
  22. Namkung, Y. & Jang, S. C. (2010). Effects of perceived service fairness on emotions, and behavioral intentions in restaurants. European Journal of Marketing, 44(9/10), 1233-1259.
  23. Seiders, K. & Berry, L. (1998). Service fairness: What it is and why it matters. Acad Manage Perspect, 12(2), 8-20.
  24. Smith, B. A., Leimkuhler, J & Darrow, R. W. (1992). Yield Management at American Airlines. Interfaces, 22(1), 8-31.
  25. Thaler, R. (1985). Mental accounting and consumer choice. Marketing Scienc, 4(3), 99-214.
  26. Urbany, J. E., Madden, T. J. & Dickson, P. R. (1989). All’s not fair in pricing: an initial look at the dual entitlement principle. Marketing Letters, 1(1), 17-25.
  27. Vila, N., Küster, I. y Aldás, J. (2003). Desarrollo y validación de escalas de medida en marketing. Quaderm de treball, 104 (Nova época). Facultad de Economía, Universidad de Valencia.
  28. Xia, L., Monroe, K. B. & Cox, J. L. (2004). The price is unfair! A conceptual framework of price unfairness perceptions. Journal of Marketing, 68(4), 1-15.

Artículos más leídos del mismo autor/a