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The Impact of Price Fairness on the Perceived Value and Customer Satisfaction under the Exchange Rate Change in Hotels in Egypt
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The Impact of Price Fairness on the Perceived Value and Customer Satisfaction under the Exchange Rate Change in Hotels in Egypt
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Journal Article
The Impact of Price Fairness on the Perceived Value and Customer Satisfaction under the Exchange Rate Change in Hotels in Egypt
2023
Overview
Economic policies and exchange rate fluctuations significantly impact the hotel industry. These changes force hotels to focus on providing value based on customer purchasing power. Customers compare prices with the benefits gained from products or services provided. Therefore, price fairness is crucial to determining value and customer satisfaction. Specifically, when the value of the product or service matches the price. Based on the current change in the exchange rate and its impact on prices and customers' evaluations of products and services in hotels, and a lack of previous studies that dealt with the topic in Egypt. The research developed and examined a conceptual model grounded on three theoretical perspectives; equity theory, dual entitlement theory, and expectation-disconfirmation theory. The proposed model investigated the relationship between price fairness, perceived value, and customer satisfaction under the exchange rate change in hospitality industry in Egypt. Both paper-based questionnaires and web-based questionnaires were distributed to a stratified random sample of 384 guests in three, four, and five-star hotels in the Red Sea and Luxor governorates. The results show that the change in the Egyptian pound exchange rate increased food and beverage prices, and accommodation prices in hotels, moreover had a positive impact on the tourists' decision to purchase. Additionally, price fairness affects both the perceived value (functional, emotional, social, and value for money, and customer satisfaction. Moreover, perceived value acts as a mediator in the relationship between price fairness and customer satisfaction. This research contributes to filling a knowledge gap and offers practical implications.
Publisher
جامعة قناة السويس - كلية السياحة والفنادق
Subject
