원문정보
The Influence of Competitors' Prices on Service Customer Perceptions of Price Fairness
초록
영어
This study investigated the influences of competitors' prices on service customers' perception of price fairness. It was hypothesized that competitors' prices act as an anchor when customers perceive the fairness of service prices and that their influences are escalated when the competing brand's prestige and the similarity between brands increase. The results show a strong evidence that service customers' perceptions of price fairness rely on the level of competitors' prices and the influences of competitors' prices are moderated by the similarities between the target brand and the competing brands. No significant moderating effects of brand prestige have been found. The results of this research indicate that service customers' perceptions of price fairness lead to service value perceptions, highlighting the importance of price fairness concept in services marketing.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 준거가격
2. 경쟁가격의 정박효과
3. 가격공정성 지각
4. 서비스 가치지각
III. 연구가설 및 모형
1. 연구가설
2. 연구모형
Ⅳ. 연구방법
1. 실험설계
2. 변수의 측정 및 조작점검
V. 분석결과
1. 척도의 타당성 검증
2. 가설검증
VI. 결론
1. 연구결과의 요약 및 시사점
2. 연구의 한계점 및 향후 연구방향
참고문헌