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Keywords

services marketing, pricing objectives, customer perceived value, fairness.

Disciplines

Advertising and Promotion Management

Abstract

This paper reviewed pricing services objectives literature from the past sixteen years [2004-2019]. Using the well-known and international library, Emerald, the author has examined a sum of articles that were relevant. Papers have been extracted from four different top ranked journals. This systematic literature review has identified four themes reflecting factors affecting pricing objectives, namely; firm and buyer role, value of information, service life cycles and perceived fairness price. Findings revealed perceived fairness price to be associated with service pricing objectives. Unfortunately, social studies in this area did not give much attention to theories, thus there is an urgent call for submitting theoretical papers. Drawing on the literature, a conceptual framework is provided as a clear depiction of what has been studied. The paper discusses major issues of the research, the limitations and the future research avenues that we believe could make strong advancements in the field of price management. Finally, there is a paucity of existing literature focusing on pricing decisions management, especially for services. Studies do not delve into details on this subject, accordingly more investigations are requested with attention to the use of a plurality of methods.


English Abstract

This paper reviewed pricing services objectives literature from the past sixteen years [2004-2019]. Using the well-known and international library, Emerald, the author has examined a sum of articles that were relevant. Papers have been extracted from four different top ranked journals. This systematic literature review has identified four themes reflecting factors affecting pricing objectives, namely; firm and buyer role, value of information, service life cycles and perceived fairness price. Findings revealed perceived fairness price to be associated with service pricing objectives. Unfortunately, social studies in this area did not give much attention to theories, thus there is an urgent call for submitting theoretical papers. Drawing on the literature, a conceptual framework is provided as a clear depiction of what has been studied. The paper discusses major issues of the research, the limitations and the future research avenues that we believe could make strong advancements in the field of price management. Finally, there is a paucity of existing literature focusing on pricing decisions management, especially for services. Studies do not delve into details on this subject, accordingly more investigations are requested with attention to the use of a plurality of methods.


ISSN

2664-9446

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