Perception of price fairness and customer response behaviors / Nur’hidayah Che Ahmat

Corpus of past literatures affirmed that revenue management may give a hotel a competitive edge. Howbeit, the issue of unfairness or inequality in pricing is critical within the hotel industry. Concentrating too much on profit while neglecting the customers feeling would caused organization malfunct...

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Main Author:	Che Ahmat, Nur’hidayah
Format:	Thesis
Language:	English
Published:	2010
Online Access:	https://ir.uitm.edu.my/id/eprint/17529/2/TM_NUR%E2%80%99HIDAYAH%20CHE%20AHMAT%20HM%2010_5.pdf
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id	my-uitm-ir.17529
record_format	uketd_dc
spelling	my-uitm-ir.175292022-04-05T07:42:57Z Perception of price fairness and customer response behaviors / Nur’hidayah Che Ahmat 2010-11 Che Ahmat, Nur’hidayah Corpus of past literatures affirmed that revenue management may give a hotel a competitive edge. Howbeit, the issue of unfairness or inequality in pricing is critical within the hotel industry. Concentrating too much on profit while neglecting the customers feeling would caused organization malfunction. Hotel businesses are getting further aggressive with plethora of hotels available which honour the customer more options to choose and possess a high buying power decision. The intense rivalry among hotels drives them to be customer-oriented since customer is the king. This study empirically investigates the factors influencing perceived price fairness and the most influential one in measuring customer response behaviors. Also, this study will examine the effects of such factors on customer response behaviors. From the result, there are four factors extracted namely: 1) treatment experience, 2) price knowledge, 3) price expectation and 4) price information. Price knowledge was found to affect the customers’ reaction the most. Customers who acquire adequate knowledge about hotel room rates would not respond negatively to the hotel operators. Result has given some useful insights to the hotel operators in managing effective yield management and to be more alert on customers’ erratic behaviors 2010-11 Thesis https://ir.uitm.edu.my/id/eprint/17529/ https://ir.uitm.edu.my/id/eprint/17529/2/TM_NUR%E2%80%99HIDAYAH%20CHE%20AHMAT%20HM%2010_5.pdf text en public mphil masters Universiti Teknologi MARA Faculty of Hotel and Tourism Management Mohd Radzi, Salleh (Dr.)
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Mohd Radzi, Salleh (Dr.)
description	Corpus of past literatures affirmed that revenue management may give a hotel a competitive edge. Howbeit, the issue of unfairness or inequality in pricing is critical within the hotel industry. Concentrating too much on profit while neglecting the customers feeling would caused organization malfunction. Hotel businesses are getting further aggressive with plethora of hotels available which honour the customer more options to choose and possess a high buying power decision. The intense rivalry among hotels drives them to be customer-oriented since customer is the king. This study empirically investigates the factors influencing perceived price fairness and the most influential one in measuring customer response behaviors. Also, this study will examine the effects of such factors on customer response behaviors. From the result, there are four factors extracted namely: 1) treatment experience, 2) price knowledge, 3) price expectation and 4) price information. Price knowledge was found to affect the customers’ reaction the most. Customers who acquire adequate knowledge about hotel room rates would not respond negatively to the hotel operators. Result has given some useful insights to the hotel operators in managing effective yield management and to be more alert on customers’ erratic behaviors
format	Thesis
qualification_name	Master of Philosophy (M.Phil.)
qualification_level	Master's degree
author	Che Ahmat, Nur’hidayah
spellingShingle	Che Ahmat, Nur’hidayah Perception of price fairness and customer response behaviors / Nur’hidayah Che Ahmat
author_facet	Che Ahmat, Nur’hidayah
author_sort	Che Ahmat, Nur’hidayah
title	Perception of price fairness and customer response behaviors / Nur’hidayah Che Ahmat
title_short	Perception of price fairness and customer response behaviors / Nur’hidayah Che Ahmat
title_full	Perception of price fairness and customer response behaviors / Nur’hidayah Che Ahmat
title_fullStr	Perception of price fairness and customer response behaviors / Nur’hidayah Che Ahmat
title_full_unstemmed	Perception of price fairness and customer response behaviors / Nur’hidayah Che Ahmat
title_sort	perception of price fairness and customer response behaviors / nur’hidayah che ahmat
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Hotel and Tourism Management
publishDate	2010
url	https://ir.uitm.edu.my/id/eprint/17529/2/TM_NUR%E2%80%99HIDAYAH%20CHE%20AHMAT%20HM%2010_5.pdf
_version_	1783733565077323776

Perception of price fairness and customer response behaviors / Nur’hidayah Che Ahmat

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