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.
Discounts are an important strategic tool for service marketers to attract new customers or to entice them to use their service during off-peak times. To establish long-term relationships it is crucial for firms to understand when and why these customers are willing to return at regular prices. Using a discrete emotions approach, we propose that this depends on the specific positive emotion elicited by this price situation. The results of a field study with 803 customers indicate that the distinct agency attributions associated with getting a discount trigger different emotions (pride, gratitude, relief, surprise) that distinctively affect post-purchase intentions.
Der Marathonsport in der Schweiz boomt. So sind in den letzten Jahren
zahlreiche neue Laufeventveranstalter in den Markt eingetreten.
Zu den jüngst etablierten Veranstaltungen zählen zum Beispiel der
Lucerne Marathon, der Genfer Marathon oder der Lausanne-Marathon.
Auch die Sportartikel- und Ernährungsindustrie versuchen, sich
mit neuen Lifestyle-Produkten an dieser Entwicklung zu beteiligen.
Eine aktuelle Studie des IDT gibt Auskunft über das Phänomen Marathon
und speziell über die Motive, Bedürfnisse und Verhaltensweisen
von Läuferinnen und Läufern am Beispiel des Jungfrau-Marathons.
The degree of congruence between the sponsor and the event has generally been regarded as one of the most critical factors of sponsorship effectiveness. However, many companies may not have logical links to sports, arts and causes and may find it difficult to find a matching property to sponsor. We posit that incongruent sponsorships are not doomed to fail and demonstrate that the negative effects of low congruence can be mitigated through articulation of the sponsorship relationship and audience participation. Results from two studies, a laboratory experiment and a field study at a sport event, provide converging results and reveal that articulation and audience participation lead to improved sponsorship evaluations, more favourable brand attitudes and an increased image transfer from the event to the sponsoring brand.
