Widespread pricing mismanagement plagues service industries because too many services marketers ignore the special challenges of pricing intangible products. The authors discuss the implications of this kind of pricing in today’s highly competitive conditions and offer a framework that reconciles the implications with customers’ quest for value. Three distinct but related strategies for services pricing — satisfaction-based pricing, relationship pricing, and efficiency pricing — can help services marketers capture and communicate value through their pricing.
2 Comments On: Capture and Communicate Value in the Pricing of Services
I am a professor in the UIS (Universidad Industrial de Santander) and currently making a reserch about Colombian Banking Fees.
That is why, I would like to get the paper called:
Capture and Communicate Value in the Pricing of Services
By Leonard L. Berry and Manjit S. Yadav
July 15, 1996
It would be a great help to my academic work. Is it posible to obtain a digital copy of it?
Thanks a lot.
Regards,
Orlando E. Contreras
Prof. Contreras,
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Sean M. Brown
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