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Dynamic Pricing in der Kundenwahrnehmung

Author

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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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    3. 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.
    4. Lestano & Gerard H. Kuper, 2016. "Correlation Dynamics in East Asian Financial Markets," Emerging Markets Finance and Trade, Taylor & Francis Journals, vol. 52(2), pages 382-399, February.
    5. 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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    Cited by:

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