The Pricing Strategy of Co-Creating Unique Value with Customers-An Empirical Study in Restaurant Industry
碩士 === 國立中正大學 === 行銷管理研究所 === 93 === This study will try to combine service recovery strategy with pricing strategy, and develop co-pricing strategy to discuss the effects of it under service failure situation on consumers’ perceived sacrifice and perceived transaction value. It would reduce consume...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/23361108758329118156 |
| Summary: | 碩士 === 國立中正大學 === 行銷管理研究所 === 93 === This study will try to combine service recovery strategy with pricing strategy, and develop co-pricing strategy to discuss the effects of it under service failure situation on consumers’ perceived sacrifice and perceived transaction value. It would reduce consumers’ perceived sacrifice and increase their perceived transaction value by practicing co-pricing strategy, and achieve the goal of co-creating value with customers.
A 3 (service failure types) ×2 (co-pricing strategy) between-subjects design was used. The results are as followed：
1. Service failure types exert no significances on perceived sacrifice.
2. Co-pricing strategy exerts significances on perceived sacrifice.
3. There is a negative relationship between perceived sacrifice and perceived transaction value.
4. There is a positive relationship between co-pricing strategy and perceived transaction value.
The co-pricing strategy and results in this study will assist restaurants on pricing and recovery. And the pricing way of interaction, communication and negotiation with customers will co-create double win value.
|
|---|