A research on spa revenue management pricing policies : from the perspective of Chinese customers

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A research on spa revenue management pricing policies : from the perspective of Chinese customers


Author: Shen, Liangliang
Title: A research on spa revenue management pricing policies : from the perspective of Chinese customers
Degree: M.Sc.
Year: 2011
Subject: Revenue management -- China.
Health resorts -- China -- Management.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: x, 54 leaves : ill. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2458040
URI: http://theses.lib.polyu.edu.hk/handle/200/6422
Abstract: Revenue management has been proved to be a successful approach which benefits business of companies. With extensive implementation among different industries on global scale, it is necessary to evaluate customers' perceptions towards these revenue management practices. This study explores how Chinese customers perceive spa revenue management practices, specifically on dynamic pricing policies. Furthermore, effects of moderating factors: familiarity, type of rate fences (physical and non-physical), and social comparison outcomes (higher than others, lower than others and no comparison) are examined. Findings of this study show that spa customers perceive fair and acceptable with selected three rate fences. There is a significant relationship between levels of familiarity and perceptions. Customers who are more familiar with revenue management practices always give higher levels of fairness perception and acceptability perception. Under the high familiarity levels situation, perceptions affected by other moderating factors are not significant. Another interesting finding is the relationship between fairness perception and acceptability perception. In the no comparison scenario, these two perceptions are negative correlated. These two perceptions have no relationship in the other two scenarios. Results indicate the potential success of implementing spa revenue management in Chinese market. Educating and familiarizing with revenue management practices play an important role for spa revenue management implementation.

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