Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie

ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.41/2-03
CC BY-SA   Open Access 

Issue archive / ZN 875 PZFiM nr 41 t. 2
Postrzeganie uczciwości cen a rekomendacje oferty i skłonność do zakupu
(Price Fairness Perception vs Offers' Recommendations and Purchase Intention)

Authors: Ilona Bondos
Uniwersytet Marii Curie-Skłodowskiej w Lublinie
Keywords: scenario method fairness purchase intention propensity to recommend price perception customer
Data publikacji całości:2015
Page range:14 (35-48)
Cited-by (Crossref) ?:

Abstract

The objective of the paper is to demonstrate the relationship between customers’ price fairness assessment and their propensity to recommend the offer and purchase intention. The author presents the results of own research based on the scenarios method, the study was conducted in the first quarter of 2015 on a sample of 126 respondents (the idea for the research was adopted from the article of L. Xia and KB Monroe, Is a good deal always fair? Examining the concepts of transaction value and price fairness, „Journal of Economic Psychology” 2010, Vol. 31, No. 6). The survey results clearly indicate a stronger correlation between negative assessment of the price fairness and the lack of intent to purchase and negative word of mouth than the correlation between positive assessment of the price fairness and intention to purchase and recommendation of the offer (positive WOM). The author has indicated the practical implications for retailers – a special focus on information policy (relating to pricing rules) transparency and the conscious shaping of the level of price divergence of assortment available in the store.
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