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Yield Management et profil des consommateurs


Author Info

  • Sandra Camus
  • Lubica Hikkerova
  • Jean-Michel Sahut


Alors que le yield management est une pratique courante, rares sont les études portant sur les réactions des clients. Pourtant, si la mise en œuvre des techniques de yield management permet d’optimiser la rentabilité d’une entreprise, elle génère des prix variables pour un même service. D’où un risque de perception d’injustice par les clients. Notre article analyse l’injustice perçue vis-à-vis des pratiques de yield management, et présente les stratégies à adopter afin de la limiter voire la supprimer, y compris dans les situations désavantageuses pour les clients.

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Bibliographic Info

Paper provided by Department of Research, Ipag Business School in its series Working Papers with number 2014-228.

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Length: 22 pages
Date of creation: 22 Apr 2014
Date of revision:
Handle: RePEc:ipg:wpaper:2014-228

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Related research

Keywords: Equité; perception d’injustice; prix; prix juste; sensibilité au prix; yield management.;

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