Behavioral Intentions

Abstract

This study explores the impact of revenue management pricing practices on the behavioral intentions of three customer groups: those who accept a reservation offer, those who decline a reservation offer, and those who are denied a reservation request. A single case study method was adopted to conduct qualitative and quantitative research in a hotel company and its customers. In depth data was collected through semi-structured interviews, observations, documentation, and most importantly a survey administered on the chain’s website with respondents in the process of making a booking. The findings indicate that the price paid for a room has a direct and positive effect on behavioral intentions of customers who have successfully made a booking. However, customers who declined a reservation offer or were denied a reservation request because of the quoted price, displayed negative behavioral intentions.