The effect of perceived price fairness through satisfaction and loyalty on international tourists’ price acceptance of Islamic-Iranian art products
Education, Business and Society: Contemporary Middle Eastern Issues
ISSN: 1753-7983
Article publication date: 28 October 2014
Abstract
Purpose
The purpose of this paper is to investigate the effect of perceived price fairness through satisfaction and loyalty on price acceptance. The antecedents of price fairness, including price perception and tourist vulnerability, will also be examined.
Design/methodology/approach
The authors collected 674 questionnaires from international tourists who purchased Islamic-Iranian art products and analyzed simultaneous relations with a structural equation modeling.
Findings
The results indicate that perceived price awareness and perceived vulnerability positively and significantly affect perceived price fairness. Additionally, perceived price fairness has a significant influence on customer satisfaction and loyalty. Moreover, customer satisfaction and loyalty were found to have a positive impact on price acceptance.
Practical implications
Based on the findings, the results are expected to create a useful perspective for the researchers so they can present a broader model in future studies. The results of this research can help managers develop better pricing strategies and effective pricing mechanism design and, through recognition of factors influencing customer perception of the price, instigate better pricing.
Originality/value
Although prior research focused on the relationships among the variables of perception of price, perceived vulnerability, perceived price fairness, satisfaction and loyalty and price acceptance, the current study considers the effect of these variables as a general compound model and in the context of Islamic-Iranian art tourism products.
Keywords
Acknowledgements
The authors gratefully acknowledge the editor’s and reviewers’ constructive comments on an earlier version of the paper.
Citation
Asadi, A., Khazaei Pool, J. and Reza Jalilvand, M. (2014), "The effect of perceived price fairness through satisfaction and loyalty on international tourists’ price acceptance of Islamic-Iranian art products", Education, Business and Society: Contemporary Middle Eastern Issues, Vol. 7 No. 4, pp. 201-215. https://doi.org/10.1108/EBS-10-2013-0045
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited