Revenue management in the context of movie theaters: Is it fair

被引：19

作者：

Choi C. ^{[1
]}

Jeong M. ^{[2
]}

Mattila A.S. ^{[1
]}

机构：

[1] Pennsylvania State University, University Park

[2] University of Massachusetts, Amherst

来源：

Journal of Revenue and Pricing Management | 2015年 / 14卷 / 2期

关键词：

movie theater; perceived fairness; pricing; revenue management;

D O I：

10.1057/rpm.2014.30

中图分类号：

学科分类号：

摘要：

Certain industry characteristics (for example, a relatively fixed capacity, varying and uncertain demand, and perishable inventories) are a prerequisite for a successful implementation of revenue management (RM) practices. Although movie theaters have these characteristics, they have failed to try RM as a pricing strategy. The current study examines the joint impact of five potential RM practices (that is, rate fences) and framing effects (surcharge versus discount) on consumers' price fairness perceptions. Several rate fences (morning-versus-noon, weekday-versus-weekend and time-of-booking-based pricing) received relatively high fairness ratings, whereas location-based and popularity-based pricing were perceived as less fair. In addition, framing ticket prices as a discount rather than a surcharge significantly improved customers' price fairness perceptions. The findings of this study provide guidance for movie theater operators in their pursuit of optimal pricing. © 2015 Macmillan Publishers Ltd.

引用

页码：72 / 83

页数：11

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