호텔의 유동적 객실요금제의 제한 및 혜택과 가격공정성 지각간의 관계

How Do Benefit and Penalty from Dynamic Pricing Affect Customer’s Perception of Fairness

This study explores an issue if hotel's flexible pricing policy influencing on customer evaluation of fairness at super deluxe hotels and deluxe hotels in Seoul, Korea This study then examines how they perceive on the flexible hotel room discount rate pricing offered to customers in a hotel and how they react on a change of the flexible hotel room rate pricing. Author present the managerial suggestions for a revenue management device to maximize profit understanding hotel's flexible pricing policy influencing on customer perceptions of fairness after analyzing the price elasticity to have been based on price sensitivity of prospective customer. The survey conducted from Jan 3rd through Feb. 2th, 2004. Total of 400 questionnaire were distributed to the foreign national and native customers who have stayed lately in 2003, super deluxe hotels or deluxe hotels in Seoul, Korea Among the total of 400 questionnaire, 394 questionnaire were used for the analyses. The findings can be summarized as follows; First, the results indicate thu regarding limit and benefit according to reservation cancellation of customers, they perceive fair both on the refund policy of full regular rate and the discount policy of what they expect as benefit in rose of impossible cancellation. Second, the customers perceive that schedule change or the length of stay can be changed on same condition. Therefore, if hotels impose with a little penalty caused reservation cancellation and they offer more discounted rate, complementary breakfast, room class level up and additional milage bonus for flyer etc when customers reserve next time, they perceive fair on penalty mused reservation cancellation. Finally, hotel managers must keep in mind that they have to offer the satisfaction of the limitation and benefit suitable to market principle and competitive behavior, particularly in order to promote inbound volume to hotels.