Essays in services marketing [electronic resource] : Capacity, pricing, complementarity, competition and seasonality / Hyongjae Rhee.

Rhee, Hyongjae.
Bib ID
vtls001054939
出版項
Ann Arbor, Mich. : ProQuest Information and learning
稽核項
118 p.
電子版
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$a Rhee, Hyongjae.
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$a Essays in services marketing $h [electronic resource] : $b Capacity, pricing, complementarity, competition and seasonality / $c Hyongjae Rhee.
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$a Ann Arbor, Mich. : $b ProQuest Information and learning
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$a 118 p.
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$a Source: Dissertation Abstracts International, Volume: 59-02, Section: A, page: 0557.
500
$a Chairman: Steven M. Shugan.
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$a Thesis (Ph.D.)--University of Florida, 1997.
520
$a The purpose of dissertation to investigate primary issues in services marketing. The topic of chapter two is services pricing strategies: dealing with customer capacity use. Demand for service fluctuates in a predictable pattern: high-season and low-season. Since services can not be stored, unsold service capacity has no value for service firms. Further capacity requires huge amount of capital and is fixed in the short run. Service firms' profitability may depend on how to make an efficient use of capacity. The proposed model for the multi-service firm suggests that pricing given capacity constraint should depend on the two dimensions: type of services and extent of capacity use. Empirical research has been done in the situation of restaurants supports a key implication of the model: with a binding capacity constraint, services taking capacity should have larger markups than services taking no capacity do, all else being equal.
520
$a Chapter three is intended to find optimal capacity decision and pricing strategies in the competitive services market. The proposed framework has three dimensions: reliability or availability, customer search and switching costs. Service reliability or availability is a supply or firm side, the dimension of search is customer or demand side and switching costs are mixture of supply and demand sides. This chapter reviews the literature on services competition via the proposed framework. The literature review provides two important managerial implications: there exist multiple prices for the same kind of service in equilibrium and there is an excess capacity in equilibrium.
520
$a The final chapter explores a comprehensive model of capacity decision and pricing in a competitive market. Services demand can fluctuate randomly as well as seasonally. The proposed model investigates a two-stage sequential process where capacity decision is made first and then optimal pricing is determined. The model predicts that capacity decision should depend on degree of competition, degree of demand fluctuations, intra-period and inter-period price sensitivities. The pricing strategies should also depend on degree of competition, price sensitivities and capacity levels. The validity of the analytical results is checked by an empirical analysis in the hotel industry.
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$a Business Administration, Marketing.
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$a Recreation.
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$a University of Florida.
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摘要
The purpose of dissertation to investigate primary issues in services marketing. The topic of chapter two is services pricing strategies: dealing with customer capacity use. Demand for service fluctuates in a predictable pattern: high-season and low-season. Since services can not be stored, unsold service capacity has no value for service firms. Further capacity requires huge amount of capital and is fixed in the short run. Service firms' profitability may depend on how to make an efficient use of capacity. The proposed model for the multi-service firm suggests that pricing given capacity constraint should depend on the two dimensions: type of services and extent of capacity use. Empirical research has been done in the situation of restaurants supports a key implication of the model: with a binding capacity constraint, services taking capacity should have larger markups than services taking no capacity do, all else being equal.
Chapter three is intended to find optimal capacity decision and pricing strategies in the competitive services market. The proposed framework has three dimensions: reliability or availability, customer search and switching costs. Service reliability or availability is a supply or firm side, the dimension of search is customer or demand side and switching costs are mixture of supply and demand sides. This chapter reviews the literature on services competition via the proposed framework. The literature review provides two important managerial implications: there exist multiple prices for the same kind of service in equilibrium and there is an excess capacity in equilibrium.
The final chapter explores a comprehensive model of capacity decision and pricing in a competitive market. Services demand can fluctuate randomly as well as seasonally. The proposed model investigates a two-stage sequential process where capacity decision is made first and then optimal pricing is determined. The model predicts that capacity decision should depend on degree of competition, degree of demand fluctuations, intra-period and inter-period price sensitivities. The pricing strategies should also depend on degree of competition, price sensitivities and capacity levels. The validity of the analytical results is checked by an empirical analysis in the hotel industry.
附註
Source: Dissertation Abstracts International, Volume: 59-02, Section: A, page: 0557.
Chairman: Steven M. Shugan.
Thesis (Ph.D.)--University of Florida, 1997.
合著者
ISBN/ISSN
9780591762709