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Dynamic Pricing in der Kundenwahrnehmung

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  • Roll, Oliver
  • Loh, Patrick

Abstract

Der Einsatz von dynamischen Preisen hat deutlich zugenommen. Weitgehend unterbelichtet sind allerdings die Akzeptanz sowie die Kundenreaktionen auf dynamische Preisanpassungen. Auf Basis einer Studie beleuchtet der nachfolgende Artikel die Kundenwahrnehmung und -akzeptanz des Dynamic Pricing und leitet daraus Schlussfolgerungen für die Praxis ab.

Suggested Citation

  • Roll, Oliver & Loh, Patrick, 2019. "Dynamic Pricing in der Kundenwahrnehmung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(5), pages 32-39.
    • Handle: RePEc:zbw:hsgmrs:276055
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    File URL: https://www.econstor.eu/bitstream/10419/276055/1/MRSG_2019_5_32-39.pdf
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    References listed on IDEAS

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    1. Sharon G.M. Koh & Grace H.Y. Lee & Eduard J. Bomhoff, 2016. "The dynamics of public opinion towards inequality in Malaysia," Journal of the Asia Pacific Economy, Taylor & Francis Journals, vol. 21(4), pages 578-598, October.
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    4. Krämer, Andreas & Kalka, Regine & Ziehe, Nikola, 2016. "Personalisiertes und dynamisches Pricing aus Einzelhandels- und Verbrauchersicht," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(6), pages 28-37.
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    1. Roll, Oliver & Loh, Patrick, 2020. "Der Einfluss der Digitalisierung auf das Preismanagement – Ansatzpunkte, Modelle und Methoden," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 74(4), pages 334-348.

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