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

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

Palavras-chave:

Percepção da justiça, preços, satisfação, lealdade, confiança na decisão.

Resumo

A percepção da justiça desempenha um papel muito importante na tomada de decisões dos consumidores. A situação económica de muitas famílias torna a percepção da justiça de preços crucial no comportamento de compra. Esta situação não é estranha a um sector tão importante como o do turismo, e especificamente às reservas hoteleiras. Este artigo considera a reserva de um hotel online a fim de analisar as consequências no comportamento de compra que derivam da percepção de justiça de preços. Estas consequências tornam-se evidentes a longo prazo quando a situação é irreversível, pelo que os vendedores devem estar cientes delas, de modo a estarem cientes dos efeitos que, considerando os seus preços como injustos, podem ter.

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