The peculiar impact of higher room rates on customers' propensity to book
The peculiar impact of higher room rates on customers' propensity to book
复制标题
较高房价对顾客预订倾向的特殊影响
DOI：
10.1108/09596111011013462
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发表时间：
2010
影响因子：
11.1
通讯作者：
Chihchien Chen
中科院分区：
文献类型：
--
作者：
Z. Schwartz;Chihchien Chen
目的-这项研究的目标是研究如何加强房价信号影响客户的看法，他们的倾向预订，因此酒店的收入maximization.Design/方法/approach -主题被要求评估质量，售罄风险和获得更好的交易的可能性的基础上，先进的预订方案，信号的强度通过操纵的不确定性水平。使用GLM多变量程序和一个polytomous通用model.Findings进行分析-结果表明，高报价率可能会影响客户的看法，他们的预订倾向，因此酒店的收入。令人惊讶的是，高房价信号对售罄风险感知的影响与强化信号相反。研究限制/影响-结果表明，在以前的理论研究中报告的最大可实现收入水平应该重新计算，因为使用的假设不支持...
Purpose – This study's goal is to examine how an intensified room rate signal affects customers' perceptions, their propensity to book, and consequently hotels' revenue maximization.Design/methodology/approach – Subjects were asked to assess quality, sellout risk and the likelihood of getting a better deal based on an advanced booking scenario, where the signal's intensity was manipulated through the level of uncertainty. Analysis was conducted using a GLM multivariate procedure and a polytomous universal model.Findings – The results suggest that high quoted rates might affect customers' perceptions, their propensity to book, and consequently the hotel's revenues. Surprisingly, the impact of the high room rate signal on the sellout risk perception reversed its direction with the intensified signal.Research limitations/implications – The results imply that the maximal achievable revenue levels reported in a previous theoretical study ought to be re‐calculated because the assumptions used were not supported...