Fairness perception of ancillary fees: Industry differences and communication strategies
Abstract
null null This study examines fairness perception of ancillary fees across different industries, and ways to communicate ancillary fees in a way that reduces customers' feeling that they are being unfairly treated. Through surveys and consumer experiments, we show that consumers’ perception of fairness decreases as the level of ancillary fees increases, with differences across industries. Also, when the customer is given a cue that the ancillary...
Paper Details
Title
Fairness perception of ancillary fees: Industry differences and communication strategies
Published Date
Jul 1, 2020
Volume
55
Pages
102092
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