Pricing in services

Stowe Shoemaker, Anna S. Mattila

Research output: Chapter in Book/Report/Conference proceedingChapter

6 Scopus citations

Abstract

Most existing frameworks of pricing were developed in the context of consumer goods and, as such, they fail to explain how to price complex service offerings. In this chapter, the authors explain the characteristics of services that make services pricing different from goods. Relying on theory from both the general pricing literature and from services research, they develop a conceptual model of pricing of services. This framework incorporates critical pricing elements from both the consumer's and the service provider's perspective. The authors also explain how consumers form value perceptions in the context of service offerings and how such knowledge can be used for developing pricing strategies for various types of services. The chapter concludes with a discussion on measuring price sensitivity in service, competitive pricing and areas for future research.

Original languageEnglish (US)
Title of host publicationHandbook of Pricing Research in Marketing
PublisherEdward Elgar Publishing Ltd.
Pages535-556
Number of pages22
ISBN (Print)9781847202406
StatePublished - Dec 1 2009

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)

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    Shoemaker, S., & Mattila, A. S. (2009). Pricing in services. In Handbook of Pricing Research in Marketing (pp. 535-556). Edward Elgar Publishing Ltd..