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Perceived Price Fairness of Price Discrimination in the Restaurant Industry: The Case of Switzerland

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abstract This paper discusses the concept of perceived price fairness and its application to demand-based price systems in the restaurant industry. Although the service literature suggests applying a demand-based instead of a cost-based pricing approach, price discrimination is underused in today’s restaurant industry — mainly due to a fear of potential price unfairness perception. This paper offers some innovative price systems and empirically tests their fairness perception on Swiss restaurant guests. Results indicate that (1) price discrimination based on output is perceived as fairer than based on time, (2) for attributes that increase perceived value, a price premium is considered fair.
   
type conference paper (English)
   
keywords demand-based pricing, perceived price fairness, restaurant industry
   
name of conference 37th EMAC Conference (Brighton)
date of conference 26-5-2008
review double-blind review
   
citation Engeler, I., & Laesser, C. (2008). Perceived Price Fairness of Price Discrimination in the Restaurant Industry: The Case of Switzerland. In .