The Effects of Customer-Centric Marketing and Revenue Management on Travelers' Choices

Christine Mathies*, Siegfried P. Gudergan, Paul Z. Wang

*Corresponding author for this work

Publication: Scientific journalJournal articlepeer-review


This article examines how the simultaneous use of customer-centric marketing (CCM) and revenue management (RM) affects travelers' perceptions of fairness and ultimately their purchasing choices. To address this issue, we propose and empirically test a choice model that incorporates reference-dependent fairness adjustments for both price and nonprice attributes within a random utility framework. The findings from two empirical studies using stated-preference choice experiments show that travelers engage in fairness-related reference point comparisons for price and other product attributes induced by RM and CCM. They offer additional evidence concerning the need to account comprehensively for attributes associated with both RM and CCM when predicting customer demand in travel and tourism firms. Accordingly, firms need to account not only for the effects of RM and CCM attributes but also for the corresponding reference-dependent fairness adjustments relating to those attributes.

Original languageEnglish
Pages (from-to)479-493
Number of pages15
JournalJournal of Travel Research
Issue number4
Publication statusPublished - Jul 2013
Externally publishedYes

Bibliographical note

Funding Information:
The authors received financial support from The Boeing Company, Seattle, to conduct the data analysis for this research.


  • choice model
  • customer-centric
  • fairness
  • reference points
  • revenue management

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