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The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey research
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Resumo(s)
One of the most important elements of marketing is to understand consumer behavior. Consumer
behavior can be influenced by extrinsic cues, namely the variable price, and it is from the interest of
companies that the manipulation of those elements can contribute to better management and sales
efficiency. Price is a primary factor in consumer purchase decisions, and with Internet proliferation,
specifically for the hospitality/hotel industry, the consumer has more access to different prices for the
same goods, changing its decision process and the price strategies performed by the companies. Price
dispersion is one the results of the massive predisposition of goods in the online marketplaces and it
is affecting companies as their products and services are sold through different e-tailers and
sometimes at lower prices. Regarding the hospitality industry, there exist online platforms, such as
metasearch engines and consequently Online Travel Agencies (OTAs) that ease the price comparison
process for the consumer as he can compare different prices for the same hotel room.
This investigation, which is answering a call for research of Kim's et al. (2019) study, aims to provide
extension research to previous studies of price dispersion range (wide price dispersion and narrow
price dispersion), price fairness, and perceived value, particularly its dimension of quality value.
Regarding quality value, it was decided to measure it through the star rating hotel classification in the
platform Trivago. To conduct this study was developed a survey, targeting Portuguese people that
purchased at least once through travel metasearch engines or OTAs. The data analysis was conducted
in SPSS through questionnaires’ results with the manipulation of variables.
The results demonstrate that Portuguese consumers tend to prefer the hotel with wide price
dispersion in the presence of the star rating feature. Thus, the feature star rating instigates the choice
for the cheapest options. Although when choosing the wide price dispersion option they tend to
choose the cheapest option, when consumers choose the narrow price dispersion option they tend to
go with the more expensive offer. Thereby, it was concluded that the more the consumer feels that
the offer is fairer to them, the more he will tend to choose the cheapest offer. These conclusions
ideally will help the hotel industry in general and “opens new doors” for future studies. It also intends
to add value to market researchers and hoteliers in their understanding of consumer behavior and in
finding other ways to attract the consumer.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Consumer Behavior Price Dispersion Price Fairness Perceived Value Quality Value Star Rating Online Travel Agencies Hotel/Hospitality Industry Consumer Booking Choices