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Wahrgenommene Preisfairness und Ansätze zur Konfliktlösung im Revenue Management

  • Jochen Wirtz
  • Wibke Heidig
Chapter

Zusammenfassung

Viele Konsumenten sind schon einmal in der Situation gewesen, mit einem Sitznachbarn im Flugzeug oder der Bahn ins Gespräch zu kommen und dabei zu erfahren, dass der andere Passagier oder Fahrgast einen ganz anderen Preis für das gleiche Ticket bezahlt hat. Verantwortlich für diese unterschiedlichen Preise ist die dynamische Preisgestaltung des Anbieters. Bisher gibt es nur wenige Erkenntnisse darüber, 1) welche potentiellen Konflikte aus der Verbindung von Kunden- und Revenue Management Orientierung entstehen; 2) wie Kunden Revenue Management Strategien wahrnehmen; und 3) wie diese Konflikte minimiert oder gar gelöst werden können. Ziel dieses Beitrags ist es, diese drei Problemstellungen zu betrachten und zu diskutieren, welche Möglichkeiten sich einem Unternehmen bieten, Revenue Management und Servicepreise effektiv zu implementieren, ohne dabei die Zufriedenheit der Kunden zu gefährden.

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Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  1. 1.NUS Business SchoolSingaporeRepublic of Singapore
  2. 2.SRH Hochschule BerlinBerlinDeutschland

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