基什:顾客按自己的意愿付款

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2010-07-15 DOI:10.2202/1546-5616.1118

Ju-Young Kim, M. Natter, Martin Spann

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引用次数: 50

摘要

新开的餐馆往往不能在合理的时间内成功。异国情调的餐馆尤其面临价格促销可能无法吸引新顾客的问题，因为潜在顾客可能会将不熟悉的食物的超低价格与高功能风险联系起来。本文描述了法兰克福市中心一家价格适中的波斯餐厅Kish如何成功实施一种新的定价机制——按需付费(Pay-What-You-Want, PWYW)。在最初的测试阶段(具有促销活动的特征)之后，餐厅决定在PWYW条件下永久提供自助午餐。我们报告了这一决定的长期影响，并通过模拟表明，盈利能力主要是基于“交易”不断涌入的新客户，而这些客户的价格是固定的，更有利可图的餐饮服务。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Kish: Where Customers Pay As They Wish

New restaurants often do not manage to succeed within a reasonable amount of time. Exotic restaurants especially face the problem that price promotions may not attract new customers because prospective customers might associate very low prices for unfamiliar food with a high functional risk. This paper describes how Pay-What-You-Want (PWYW), a new pricing mechanism, was successfully implemented at Kish, a moderately priced Persian restaurant in downtown Frankfurt. After the initial testing phase, which had the characteristics of a promotional offer, the restaurant decided to permanently offer its buffet lunch under PWYW conditions. We report the long-term effects of this decision as well as a simulation demonstrating that profitability is mainly based on 'trading up' the continuous inflow of new customers to the more profitable dining offer where prices are fixed.

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.