Pricing Strategy in Multi-Channel Retailing and Fairness Perception: An Examination of Boundary Conditions

• Autores: Mateus de Brito Nagel
• Localización: Revista de Administração IMED, ISSN-e 2237-7956, Vol. 6, Nº. 2, 2016 (Ejemplar dedicado a: Julho-Dezembro), págs. 162-172
• Idioma: inglés
• DOI: 10.18256/2237-7956/raimed.v6n2p162-172
• Enlaces
  • Texto completo (pdf)
• Resumen

  • This article aims to examine the boundary conditions that influence the relationship between pricing strategy in multi-channel retailing and fairness perception, since past research have been founding controversial results concerning this subject. In experiments 1 and 2, we show that differential pricing is perceived as fairer for products in comparison to services. In experiment 3, we show that, when the price difference is justified by an explanation based on costs, it is perceived as fairer in comparison to an explanation based on channel benefits. These studies help to elucidate the controversial relationship between price strategy and perceived fairness, addressing boundary conditions that had not been tested before. We suggest that product retailers should consider differential pricing strategy, since many benefits have been reported in the literature. However, service managers should be careful about using this strategy, because fairness perception influences returning intentions. Additionally, whenever possible, the price difference should be justified by an explanation based on costs.

• Referencias bibliográficas
  • Bolton, L. E., Warlop, L. & Alba, J. W. (2003). Consumer perceptions of price (un)fairness. Journal of Consumer Research, 29(4), 474-491.
  • Bolton, L. E. & Alba, J. W. (2006). Price fairness: Good and service differences and the role of vendor costs. Journal of Consumer Research,...
  • Brynjolfsson, E. & Smith, M. D. (2000). Frictionless commerce? A comparison of internet and conventional retailers. Management Science,...
  • Campbell, D. T. (1957). Factors relevant to the validity of experiments in social settings. Psychological Bulletin, 54(4), 297-312.
  • Campbell, M. C. (1999a). Perceptions of Price Unfairness: Antecedents and consequences. Journal of Marketing Research, 36, 187-199.
  • Campbell, M. C. (1999b). Pricing strategy and practice “Why did you do that?” The important role of inferred motive in perception of price...
  • Cao, L. & Li, L. (2015). The impact of cross-channel integration on retailers’ sales growth. Journal of Retailing, 9(2), 198-216.
  • Carroll, K. & Coates, D. (1999). Teaching price discrimination: Some clarification. Southern Economic Journal, 66, 466–480.
  • Cheng, J-H., Chen, F-Y. & Chang Y-H. (2008). Airline relationship quality: An examination of Taiwanese passengers. Tourism Management,...
  • Choi, S. & Mattila, A. S. (2009). Perceived fairness of price differences across channels: The moderating role of price frame and norm...
  • Cox, J. L. (2001). Can differential prices be fair? Journal of Product & Brand Management, 10(5), 264-275.
  • Dijk, G., Minocha, S. & Laing, A. (2007). Consumers, channels and communication: On-line and off-line communication in service consumption....
  • Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effect of price, brand and store information on buyers’ product evaluations. Journal...
  • Falk, A. & Heckman, J. J. (2009). Lab experiments are a major source of knowledge in the social sciences. Science, 326(5952), 535-538.
  • Ferguson, J. L. (2014). Implementing price increases in turbulent economies: Pricing approaches for reducing perceptions of price unfairness....
  • Flores, J. & Sun, J. (2014). Online versus in-store: Price differentiation for multi-channel retailers. Journal of Information Systems...
  • Frey, S. & Pommerehne, W. (1993). On the Fairness of Pricing – An Empirical Survey Among the General Population. Journal of Economic Behavior...
  • Haws, K. L. & Bearden, W. O. (2006). Dynamic pricing and consumer fairness perceptions. Journal of Consumer Research, 33(3), 304-311.
  • Huang, J., Chang, C. & Chen, C. Y. (2005). Perceived fairness of pricing on the internet. Journal of Economic Psychology, 26(3), 343-361.
  • Huang, P., Lurie, N. & Mitra, S. (2009). Searching for experience on the web: An empirical examination of consumer behavior for search...
  • Kerin, R. A., Jain, A. & Howard, D. J. (1992). Store shopping experience and consumer price-quality-value perceptions. Journal of Retailing,...
  • Khan, R. J. & Jain, D. C. (2005). An empirical analysis of price discrimination mechanisms and retailer profitability. Journal of Marketing...
  • Lii; Y. & Sy, E. (2009). Internet differential pricing: Effects on consumer price perception, emotions, and behavioral responses. Computers...
  • Martín-Ruiz, D. & Rondán-Cataluña, F. J. (2008). The nature and consequences of price unfairness in services: A comparison to tangible...
  • Melis, K., Campo, K., Breugelmans, E., & Lamey, L. (2015). The impacto f multi-channel retail mixo n online store choice: Does online...
  • Montoya-Weiss; M. M.; Voss, G. B. & Grewal, D. (2003). Determinants of on-line channel use and overall satisfaction with a relational,...
  • Mussa, M. & Rosen, S. (1978). Monopoly and product quality. Journal of Economic Theory, 18(2), 301-317.
  • Oppewal, H., Tojib, D.R. & Louvieris, P. (2012). Experimental analysis of consumer channel-mix use, Journal of Business Research (2012)....
  • Rangaswamy, A. & Van Bruggen, G. (2005). Opportunities and challenges in multichannel marketing: An introduction to the special issue....
  • Sirdeshmukh, D., Singh, J. & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1),...
  • Tax, S. S., Brown, S. W. & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implications for relationship...
  • Wallace, D. W., Giese, J. L. & Johnson, J. L. (2004). Customer retailer loyalty in the context of multiple channel strategies. Journal...
  • Wind, Y. & Mahajan, V. (2002). Convergence marketing. Journal of Interactive Marketing, 16(2), 64-79.
  • Wolk, E. & Ebling, C. (2010). Multi-channel price differentiation: An empirical investigation of existence and causes. International Journal...