• 한국IT서비스학회지
• /
• 제6권2호
• /
• pp.19-33
• /
• 2007

The current advance of IT and the e-commerce triggers the wide practice of dynamic pricing in all industries although the price discrimination has been very cautiously applied in the limited areas in the past. The price discrimination which offers different prices for each customer depending on their preference and buying behaviors has recently gained attention as it could provide superior benefits to sellers. The wide adoption of price discrimination, on the other hand, is reported to face buyer resistances and complaints. Our limited understanding on the perception of price fairness, which we think is key concept in the price discrimination on the Internet-enabled transactions, motives us to investigate factors that affect the perception of price fairness. This study focuses on illusion of control and lateral customer relationship to investigate their effects on price fairness in online auction and group purchase context. By conducting laboratory experiments, our study demonstrates that customers' perception on illusion of control in price determination and advantageous lateral customer relationship significantly affect price fairness perception in both online auction and group purchase environment. The findings are expected to provide researchers and managers with useful insights to develop better pricing strategies and design effective dynamic pricing mechanisms.

• 한국품질경영학회:학술대회논문집
• /
• 한국품질경영학회 2006년도 춘계학술대회
• /
• pp.54-65
• /
• 2006

Since the ending of the IMF period, the Korean health industry has experienced a number of changes in its environment such as hospital bankruptcy, enforcement of SDF(Separation of Dispensing and Prescription), opening of the medical market by WHO, evaluation of medical institutions with more than 100 sick beds, and limited approval for medical service advertisement. Furthermore, the concept of medical service has changed from a beneficent and vortical one to a hi lateral and righteous one. These changes in medical service have required medical institutions to provide customers with medical service options and adopt market principles actively, while considering customer satisfaction. Thus, this paper aims to investigate the service quality and service value of medical institutions, to understand the mutual relationship between customer satisfaction and repeat visits, and to suggest better solutions for the improvement of service quality. For future studies, It will be necessary to overcome the limitations of this research and develop proper measurement tools on service quality in the Korean medical system.