Un análisis del efecto de la percepción de justicia de precios en el comportamiento del consumidor en el proceso de reserva de hotel online

María Encarnación Andrés Martínez; Miguel Ángel Gómez Borja; Juan Antonio Mondéjar Jiménez

doi:10.25145/j.pasos.2015.13.058

Autores/as

María Encarnación Andrés Martínez Universidad de Castilla-La Mancha
Miguel Ángel Gómez Borja Universidad de Castilla-La Mancha
Juan Antonio Mondéjar Jiménez Universidad de Castilla-La Mancha

DOI:

https://doi.org/10.25145/j.pasos.2015.13.058

Palabras clave:

Percepción de justicia, precios, satisfacción, lealtad, confianza en la decisión

Resumen

La percepción de justicia juega un rol muy importante en la toma de decisiones del consumidor. La situación económica de muchos hogares hace que la percepción de justicia de precios sea crucial en el comportamiento de compra. Esta situación no es ajena a un sector tan importante como el sector turístico, y concretamente a la reserva de hoteles. En este trabajo se considera la reserva de un hotel onlinepara analizar las consecuencias en el comportamiento de compra que se derivan de la percepción de justicia de precios. Éstas se ponen de manifiesto a largo plazo cuando la situación es irreversible, por lo que los vendedores deben conocerlas para tener claros los efectos que puede provocar la consideración de sus precios como injustos.

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