The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers

This study focuses on analysing the perceptions of pricing tactics the hotels from Romania use, and also on the degree of influence these perceptions have on buying intentions. Given the importance of perceived fairness, it is essential to understand the major factors that influence customers’ perception of the fairness of prices set by revenue management methods. A nationwide survey was conducted to identify the perception of fairness of the price setting methods, the perception of price fairness in relation to certain factors of influence, the perceived fairness of different pricing tactics, and the evaluation of price fairness for the latest experience in a hotel and the influence on the purchasing intentions. Structural equation modelling was used to assess the influence of distributive and procedural fairness on the perceived value and the buying intentions. The resulting model essentially shows that tourists who perceive a price as fair are inclined to consider the method used to set that price as correct. The main findings regarding revenue management-type approaches emphasize that the price setting method oriented on competition is considered the fairest method for setting prices. Most survey participants believe that the most frequent situation of unfair price is found in accommodation services. Among the unfair pricing tactics are, on the one hand the difference of prices based on the nationality of the customers (higher prices for tourists from abroad) and, on the other hand, the 9-ending prices. Offering lower prices for longer periods and for larger groups represents the fairest pricing tactics that hotels can use. The manners in which Romanian customers use to rate price fairness for hotel services mainly relies on the comparison of the current price to a previous one, and on their own belief of what fair price should be. The managerial implication of this study is linked to the setting prices decisions in order to be perceived as fair prices/tariff

Price search behaviour in digital markets – A perspective from Romania

Price represents a source of information customers may rely on in the buying decision making process. The literature in this area shows that on the Internet, the process of searching for price information is more complex than on traditional stores, being influenced by various factors. This paper aims to identify and describe the relations between two categories of variables. On the one hand there are the variables related to the price searching behaviour on the online environment, and on the other hand there are the variables related to the buying process. This research is based on a survey, the sample consisting of 1112 online buyers. The relationships between these variables were represented through a conceptual model based on a structural equation modeling approach. The main findings of the research show that the more a customer searches for price information online, the more he/she acquires abilities to search, becoming more predisposed to perceive a better value from shopping online and intending more to purchase from the Internet. The managerial implications concern the communication strategies adopted by online stores, the information provided by them influencing the perceived value of doing online shopping and the buying intentions on the Internet

Sustainable Social and Individual Implications of Telework: A New Insight into the Romanian Labor Market

This research aims to evaluate the individual and social implications of telework, along with the foreseeable permanent result that could be generated. Consistent with this objective, a survey has been carried out on a sample of 1180 Romanian employees, on which a model has been developed, based on structural equation modelling. The model includes five latent variables, on the one hand targeting telework features and on the other hand, its possible effects on individuals and society. At an individual level, the study results emphasize that telework could contribute to a better work–life balance and could also help teleworkers to develop specific teleworking abilities. At a social level, telework could generate sustainable effects targeting the long-term management of the work force and providing solutions to potential problems at local community levels. The managerial implications of this study are directed toward the need to implement a series of sustainable human resource management strategies and efficient employee training and development programs. Moreover, organizations need to be more proactive in assuming corporate social responsibilities

Decision-Making Factors in the Purchase of Ecologic Products

This paper attempts to empirically investigate the main variables that might exert a significant influence over the green purchase decisions of a Romanian consumer. An online survey was conducted on a sample of 915 individuals. The objectives of the study aim to evaluate the influence of different types of variables (related to the person, the environment, the product and the reference group) on the decision to purchase green products. For data analysis, both descriptive statistics measurements and a logit regression model were used. One of the most important findings shows that there is a significant and positive relationship between environmental factors (e.g., pollution reduction, greenhouse effect reduction) and the decision to purchase organic products; furthermore, Romanian consumers are less willing to pay high prices for green products. By offering important information on new variables relevant for a deeper understanding of a consumer located in a green emerging market such as Romania, this study may be useful for both academics and companies that could be interested in entering new local markets

Decision-Making Factors in the Purchase of Ecologic Products

This paper attempts to empirically investigate the main variables that might exert a significant influence over the green purchase decisions of a Romanian consumer. An online survey was conducted on a sample of 915 individuals. The objectives of the study aim to evaluate the influence of different types of variables (related to the person, the environment, the product and the reference group) on the decision to purchase green products. For data analysis, both descriptive statistics measurements and a logit regression model were used. One of the most important findings shows that there is a significant and positive relationship between environmental factors (e.g., pollution reduction, greenhouse effect reduction) and the decision to purchase organic products; furthermore, Romanian consumers are less willing to pay high prices for green products. By offering important information on new variables relevant for a deeper understanding of a consumer located in a green emerging market such as Romania, this study may be useful for both academics and companies that could be interested in entering new local markets