Behavioral Consequences Of Overbooking Service Capacity  

Oleh:

Bayon, Tomas ; Wangenheim, Florian V.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 4 (Oct. 2007), page 36-47.
Topik: consequences; service firms

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

As a consequence of implementing revenue management systems, many service firms (e.g., airlines, hotels, car rental) systematically overbook capacity, thus striving to maximize thr revenue at one particular point in time (i.e., one flight, one night, one day). The academic literature has not addressed how customer behaviorally respond to overbooking experiences, such as downgrading, denied service, or upgrading. In this article, the authors use the econometric technique of conditional difference-in-differences analysis to study the effect of such incidences on customer usage pattern in an airline context. They find that customer who experience negatice consequences of revenue management significantly reduce of amount of their transactions with the airlines, whereas upgraded customer exhibit only weak positive responses. the effect the negative event are stronger for high-valuecustomer group, whereas significantly effect of positve event can be found only for a low-value customer group. The result suggest the need for a stronger focus on customer reactions to revenue management practice. On a more general level, the study contributes to a more interdisciplinary view of service management by demonstrating the need for a closer interaction betwen management function in developing and managing concepts of companywide importance.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali