Academic Journal of Business & Management, 2023, 5(23); doi: 10.25236/AJBM.2023.052302.
Huaqian Huang1, Yingyi Deng1, Caifeng Qin2
1Guangdong Polytechnic of Industry and Commerce, Guangzhou, China
2Krirk University, Bangkok, Thailand
Based on the survey data of high-star hotel customers, the independent sample T-test, ANOVA and Welch test were used to analyze the differences in customer perception of price fairness among different demographic groups. The results showed that: (1) The hotel customers' perception of outcome fairness was stronger than that of process fairness, and the overall perception of price fairness was moderately higher; (2) there are no significant differences in the process justice perception, outcome justice perception and overall price justice perception between different gender groups and different age groups; (3) there is no significant difference in the perceived process justice and overall price justice among different education groups, but there is a significant difference in the perceived outcome justice; (4) there is no significant difference in the perception of process fairness and overall price fairness among customers of different monthly average income groups, while there is a significant difference in the perception of outcome fairness.
price fairness perception, equity theory, high-star hotel
Huaqian Huang, Yingyi Deng, Caifeng Qin. Research on Price Fairness Perception of Customers in High Star Hotels. Academic Journal of Business & Management (2023) Vol. 5, Issue 23: 9-15. https://doi.org/10.25236/AJBM.2023.052302.
[1] Liu J, Wu G. Room pricing of high star hotel and empirical study--based on hedonic price theory [J]. Prices Monthly, 2018(3): 61-64.
[2] Gong X, Yang S. A study of the relationship between consumer emotion, perception of price fairness and willing to pay--based on the theory of fairness[J]. Price: Theory & Practice, 2017(8): 160-163.
[3] Xia L, Monroe K B, Cox J L. The price is unfair! A conceptual framework of price fairness perceptions [J]. Journal of Marketing, 2004, 68(4): 1-15.
[4] Li Z, Hu D, Zhang T. Effects of price framing on consumers’ perceptions of online dynamic pricing and willingness to buy with different need for cognitive closure[J]. Studies of Psychology and Behavior, 2016, 14(4): 537-543.
[5] Bolton L E, Keh H T, Alba J W. How do price fairness perceptions differ across culture?[J]. Journal of Marketing Research, 2013, 47(3): 564-576.
[6] Bolton L E, Warlop L, Alba J W. Consumer perceptions of price (un)fairness[J]. Journal of Consumer Research, 2003, 29(4): 474-491.
[7] Xu K, Zhou Y. The effect of internet word-of-mouth information types on the perception price fairness under cultural consumption situation[J]. Shanghai Management Science, 2017, 39(02): 33-38.
[8] Yang R, Hua H, Yang, Y, et al. The impact of international differential pricing on consumers’ purchase intention: The mediating effect of perceived fairness and the moderating effect on the country of origin [J]. Journal of Central University of Finance & Economics, 2017(1): 81-86.
[9] Zhang Z, Bao T, Zhu Y. The effect of price dispersion on intention to join online group buying: perceived price fairness [J]. Journal of Fudan University (Natural Science), 2015, 54(3): 327-335.
[10] Xia L, Kukar-Kinney M, Monroe K B. Effects of Consumers’ Efforts on Price and Promotion Fairness Perceptions [J]. Journal of Retailing, 2010, 86(1): 1-10.
[11] Nunnally J C. Psychometric Theory 3E[M]. New York: Mc Graw-Hill, 2010.
[12] Nie H, Wang X. Employee job satisfaction, organizational commitment and job performance in asset appraisal agency [J]. Friends of Accounting, 2018(8): 78-84.