Preprint Article Version 1 This version is not peer-reviewed

A Study On The Effect Of Price Fairness Perceptions On Switching Intention In The Principle Of Dynamic Pricing

Version 1 : Received: 4 March 2019 / Approved: 5 March 2019 / Online: 5 March 2019 (11:20:45 CET)

How to cite: Mammadli, G.; Başcı, A. A Study On The Effect Of Price Fairness Perceptions On Switching Intention In The Principle Of Dynamic Pricing. Preprints 2019, 2019030054 (doi: 10.20944/preprints201903.0054.v1). Mammadli, G.; Başcı, A. A Study On The Effect Of Price Fairness Perceptions On Switching Intention In The Principle Of Dynamic Pricing. Preprints 2019, 2019030054 (doi: 10.20944/preprints201903.0054.v1).

Abstract

The purpose of this research is to determine whether the pricing policies of Airline companies in Turkey have created a perception from the fairness perspectives of the customers and if these perception have led to a change in airline company brands or how it has affected the repurchasing intentions of the customers. The online questionnaire prepared to test the purpose of the study was adapted from 4 different scales and consists of 18 questions. The online questionnaire prepared to test the purpose of the study is adapted from 4 different scales and consists of 18 questions. Questionnaires were applied to 426 individuals who were selected to be representative of the main population by simple non-random sampling method, and 399 questionaires were analyzed. As a result of the analyzes, it was found that the perception of price fairness differed from the demographic variables according to marital status and age, and that perception of fairness in price offers differed according to age only. In addition, it was found that the price fairness perceptions and fairness perceptions of price offers had a significant effect on the intention to change the brand.

Subject Areas

Pricing, Dynamic Pricing, Price Fairness Perception, Brand Switching Intention, Repurchase Intention, Airlines Sector

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