نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران
2 کارشناسی ارشد ، مدیریت بازرگانی،دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، ایران
3 کارشناس ارشد مدیریت بازرگانی، مؤسسه آموزش عالی مولانا، آبیک، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Pricing strategy has become an important and necessary tool for business management to improve and enhance the organization's competitive ability. For this reason, it seems important to investigate the most successful ride-share platform in the country in terms of market share, i.e., Snapp, in terms of pricing and its impact on passenger satisfaction in order to develop and improve it in the country. These platforms use dynamic pricing to improve their pricing. To measure passengers' satisfaction with this platform, the relationship between dynamic pricing and perceived justice by passengers and its effect on people's satisfaction with service recovery were investigated. Also, the variables of trust, repeat purchases and WOM advertisements and their relationship with the satisfaction of passengers from service recovery were investigated. Based on this, this research is a survey-type descriptive research in terms of practical purpose, in terms of nature and method. To check the model, a nation-wide survey was conducted among Snapp passengers, and a Likert scale was used to design the questionnaire. In this research, the sampling method is based on random sampling, and according to the unlimited size of the population, and according to Cochran's formula and using Morgan's table, the sample number is estimated at 384 people. PLS (Partial Least Squares) method was used to test the hypotheses and finally it was found that perceived dynamic pricing has a relationship with perceived justice.
کلیدواژهها [English]