收益管理和在酒店业的公平感知外文翻译.docVIP

外文翻译 原文 YIELD MANAGEMENT AND PERCEPTIONS OF FAIRNESS IN THE HOTEL BUSINESS Material Source: Int. Rev. Econ. (2007) 54:284–293 Author: AURELIO G.MAURI The term yield management (or revenue management) is commonly used in many service industries to describe a variety of techniques suitable for allocating limited resources, such as hotel rooms or airplane seats, among different segments of customers (i.e. business or leisure travellers) (Ingold,McMahon-Beattie, and Yeoman, eds., 2000). By adjusting this allocation, a hotel can optimize the total revenue (or yield) on its investment in capacity(Vinod, 2004). Yield management is applicable to any business that has a relatively fixed capacity of perishable inventory (i.e. rooms, seats, etc.), manages demand (either through reservations or waiting lists), has high fixed and low variable costs and involves varying customer price sensitivity. It is based on two strategic levers: capacity management (availability and duration control) and demand-based pricing (Kimes and Chase, 1998). Over the past years, yield management has been increasingly applied in the hotel sector (Mainzer, 2004). However, up to now, little research has investigated the effects of these practices on the relationships between hotels and their customers (Wirtz et al., 2003). The present paper, based on a comprehensive analysis of both literature and hotel practices, aims to investigate:the way customers perceive revenue management strategies and the potential conflicts that may arise from their use;the variety of actions that hotel companies may project and implement in order to properly anticipate, face and manage customer conflicts resulting from perceived unfairness. The first step of the present work is to examine the nature and the various aspects of client perceptions regarding yield management techniques, focusing especially on perceptions of fairness (Seiders and Berry, 1998;Kimes, 2002; Choi and Mattila,2004). Effectively, customers may perceiv