Unformatted text preview: d having the customer
who arrived 15 minutes earlier than you or who has a coupon, pay half the price for the same meal. A sense of
fairness suggests that something is wrong and some
customers resent the difference.
2. Most customers have come to accept revenue
management and take full advantage of the opportunities
it affords. The multiple pricing of revenue management
by definition satisfies more customers (customers use
the services) and the firm utilizes resources more
3. Many customers take exception to the variation in
pricing—different prices for the same service seem
inherently wrong to many people and management need
to be prepared for the irate customer.
4. Some customers will manipulate the system by booking
tickets on flights that have a stopover in a city they
travel to, but which has a higher fare than the destination
flight. They exit the plane at the stopover city—saving
money. For instance, if the flight from New York to
Chicago is less than the flight to the stopover city—say
Pittsburgh, a cust...
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This document was uploaded on 01/24/2014.
- Spring '14