In recent years much mention has been made in both professional and academic literatureof the rise of customer centric revenue management (RM) and pricing strategies with their focus being on even finer segmentation of the market and the effective targeting of specific market segments. Understanding customer behaviour and price elasticity, it is argued, will allow service companies to charge the right price for a well-tailored product to each customer. However, there still remains a sense that RM is something that is done to customers rather that something that is done for the customer. This article explores how value can be built into the buyer-seller relationship by examining customer perceptions of price differentials and how they may affect feelings of trust, fairness and justice.
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