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Differential pricing and segmentation on the Internet: the case of hotels

Differential pricing and segmentation on the Internet: the case of hotels In the ever‐changing electronic environment of the twenty‐first century, price is one of the key strategic elements that is often overlooked by firms. The paper addresses differential pricing in business‐to‐consumer electronic commerce, in particular differential pricing for hotel services sold on the Internet. Hotels are able to take advantage of differential pricing for various segments because the market for hotels can be divided into narrow customer segments. An overview of e‐commerce and Internet marketing is provided. The characteristics of products sold online and differential pricing are discussed. Pricing policies for on‐line marketing are examined with a special emphasis on differential pricing, customer loyalty and segmentation. With the help of secondary data, online pricing strategies used by hotels on the Internet are evaluated. Finally, conclusions are drawn and implications for the hotel industry are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

Differential pricing and segmentation on the Internet: the case of hotels

Management Decision , Volume 39 (4): 11 – May 1, 2001

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References (29)

Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0025-1747
DOI
10.1108/00251740110391411
Publisher site
See Article on Publisher Site

Abstract

In the ever‐changing electronic environment of the twenty‐first century, price is one of the key strategic elements that is often overlooked by firms. The paper addresses differential pricing in business‐to‐consumer electronic commerce, in particular differential pricing for hotel services sold on the Internet. Hotels are able to take advantage of differential pricing for various segments because the market for hotels can be divided into narrow customer segments. An overview of e‐commerce and Internet marketing is provided. The characteristics of products sold online and differential pricing are discussed. Pricing policies for on‐line marketing are examined with a special emphasis on differential pricing, customer loyalty and segmentation. With the help of secondary data, online pricing strategies used by hotels on the Internet are evaluated. Finally, conclusions are drawn and implications for the hotel industry are discussed.

Journal

Management DecisionEmerald Publishing

Published: May 1, 2001

Keywords: Hotels; Service industries; Pricing; Market segmentation; Loyalty; Internet

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