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VNÍMANIE UPLATŇOVANIA PRAKTÍK YIELD MANAŽMENTU V HOTELIERSTVE

100%
Sahut J.-M., Hikkerová Ľ.
Ekonomický časopis (Journal of Economics)
|
2010
|
vol. 58
|
issue 5
437-457
EN
The object of this article is to study the consumer perception of Yield Management (YM) with an example in the hotel sector. Hotels use these practices in order to increase their incomes. However, the economic literature suggests that if YM practices are considered to be unfair, they are likely to influence customers' purchasing intentions negatively, in particular for loyal customers. Our empirical analysis shows that the assumption that the YM induces dissatisfaction in all circumstances is rejected. But when a practice of YM is perceived as unfair, it causes a loss of customers. However, the manner of presenting the YM practices to consumers (positive or negative frame) has a considerable influence on their perception. Lastly, the price changes induced by the YM are not perceived more unfavourably by the loyal customers. From this point of view, there are several managerial levers in the communication of tariff practices and the management of loyalty programs to avoid or reduce the conflicts with customers.
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