Introduction
The accommodation services industry is one of the industries in which price changes are highly variable depending on the conditions of service provision. In other words, the possibility of price changes in this industry is very high. For this reason, the issue of dynamic pricing as one of the variable pricing strategies that is appropriate to the conditions is completely related to the accommodation services industry and has a high impact in this industry. Although dynamic pricing has brought significant benefits to organizations by creating new opportunities for profitability, increasing operational efficiency, and better managing demand fluctuations, there are fundamental challenges in accepting this pricing model by customers. Customer perception of pricing transparency and fairness is one of these key challenges. Various factors affect customers' feelings and perceptions of dynamic pricing in online accommodation service companies, which in this study focuses on the characteristics of online accommodation service companies. On the other hand, online accommodation service companies must be aware of their customers' preferences regarding the features and services provided by the store in order to gain more profit. In this regard, it is essential to understand the preferences of customers and the level of desirability of the site and platform features of accommodation service companies for them. Considering these issues, the purpose of this study is to examine the characteristics of online accommodation service companies in terms of customers' perceived fairness of dynamic pricing in online accommodation service companies.
Methodology
The research is applied in terms of purpose, descriptive in terms of data collection, and mixed (qualitative-quantitative) approach. In the qualitative stage, the characteristics of online accommodation service companies were identified through interviews. Experts, marketing managers, and managers of online accommodation companies formed the statistical population of the qualitative stage, and 14 people were selected as samples using purposive sampling and theoretical saturation logic. The data analysis method in the qualitative stage is content analysis. In the quantitative phase, the symmetric analysis method was used to examine the effect of the characteristics of online accommodation service companies on customers' perceived fairness of dynamic pricing. The statistical population of the quantitative phase is hotel customers and general consumers who are members of networks, of which 400 people were selected by the available sampling method.
Findings
The findings from the analysis of interviews to identify the characteristics of online accommodation service companies that affect customers' perceived fairness of dynamic pricing in these companies led to the identification of 5 main themes, which are: digital trust and security, digital interaction, transparency and digital price information, quality of online booking services, and the relationship between price differences and changeable features. In the second stage, the importance of the effect of online accommodation service company characteristics on customers' perceived fairness of dynamic pricing in these companies was examined using the symmetrical analysis method. According to symmetrical analysis, the higher the importance value of a particular characteristic, the more positive and desirable that level of characteristic has on customers' perceived fairness of dynamic pricing in online accommodation service companies. According to the findings, "digital price transparency and information", "digital interaction", "digital trust and security", "quality of online booking services", "relationship of price differences with changeable features" are the most important features affecting customers' perceived fairness of dynamic pricing in online accommodation service companies, respectively.
Discussion and Conclusion
The actions of companies to create awareness among customers about the reasons for price increases, the time of price changes, and similar actions in the past have a significant impact on customers' correct understanding of price changes and will not cause them to feel unfair. Companies that have continuous and appropriate interaction with their customers and have established a sense of trust between themselves and their customers will be much less likely to face accusations of unfair price increases than other companies. The quality of booking services is very influential in customers' perception of price changes due to dynamic pricing. In other words, the higher the quality customers receive from the company, the more they attribute price changes to factors outside the company's control. If price changes are proportionate to changeable characteristics, they will be understandable to customers and will not be considered unfair. Characteristics such as religion, ethnicity, race, and gender are unchangeable characteristics that should not affect price increases or decreases. The findings presented, while filling the theoretical gap in the literature on perceived fairness from dynamic pricing, provide valuable operational insights for managers and policymakers of online accommodation service companies to take effective steps to improve customers' perceived fairness from dynamic pricing in these companies by focusing on key priorities.