Name-your-own-price as participative pricing strategy: a review of the literature from 2001–2017

ABSTRACT

Name-your-own-price (NYOP), a pricing strategy often referred to as a reverse auction, is a participative pricing mechanism in which consumers have a relatively high control over the price they pay for a product or service. In an NYOP mechanism, buyers generate the final price of a product or service when they bid above an unrevealed threshold price set by the seller. Although NYOP as a pricing strategy was previously investigated, the literature remains scarce and fragmented. This paper attempts to assemble the relevant findings of this pricing strategy, by systematically reviewing all publications from 2001 to 2017. We explored the impacts of this mechanism for companies and consumers, such as increased profit for companies and higher savings for consumers, reduced competition for companies and increased satisfaction for consumers. We also highlighed the best practices of NYOP, such as the bidding practices, threshold price, and willingness to pay.     

A pricing scheme for QoS in overlay networks based on first-price auctions and reimbursement

Providing Assured-Quality Services over data networks has been a key objective for the past few decades. Research and commercial activities have been focused on several aspects related to this main objective, such as implementing services over heterogeneous networks, providing scalable solutions and verifying network performance. However, less attention has been devoted to the interaction of these technical aspects with the business plane. Although several quality-based pricing schemes have been proposed, reimbursement proposals, while quite common in other scenarios as health, hotel reservation or airlines, are still rare in the field of Internet Economics. In this work, we propose a simple pricing scheme and study it in detail, in order to use Quality of Service monitoring information as feedback to the business plane, with the ultimate objective of improving the seller’s revenue. In our framework, Assured-Quality Services are sold through first-price auctions, and in case of failure, a percentage of the price paid for the service is given back to the buyers. We derive the expression for the willingness to pay and we model the reimbursement problem through a zero-sum Stackelberg game. We show that the Nash equilibrium of such game implies reimbursing 100 % in case of failures.     

Loyalty or lethargy? Keeping sellers committed,not entrenched

While business sellers frequently enjoy long-term relationships with their buyers, not every extended association is based on a genuine sense of customer loyalty. Many organizations remain in relationships with providers for too long; while the seller has stopped providing value, the buyer sticks to the routine. Building from empirical research and theory on buyer-seller relationships, this research extends our understanding of customer complacency and seller entrenchment and introduces the concept of customer lethargy. Synthesizing theory from multiple domains with exploratory interviews conducted with business customers, this article offers insight into the functioning of organizational buying centers, the evolution of business exchanges over time, and how some exchanges can be undermined by various forms of relational dysfunction. I define customer lethargy, explore its root causes and offer business buyers a strategy which aims to help them self-audit their loyalty, avoid complacency and lethargy, and keep sellers committed, not entrenched.     

Seller honesty and product line pricing

We study upselling in markets where the seller observes consumer need but the consumer herself may not (e.g., medical care, durable repairs, financial and legal services). The seller may recommend excessive product features to uninformed consumers. In a monopoly with two types of consumer (one with a basic need and the other an advanced need) and two types of service (a basic service which fulfills only the basic need and an advanced service which fulfills both needs), we investigate the firm’s honesty and product-line pricing. We reach several results. First, the firm is honest if the basic service is superior (in that it generates higher per-capita social surplus than the advanced service under the efficient allocation) or if the consumers with the basic need are sufficiently many. Second, when there exist informed consumers who neglect seller recommendation, the presence of informed consumers may cause consumer welfare to decrease, and a larger informed population may cause firm profits and social welfare to increase or decrease. Lastly, when the informed consumers boycott a dishonest firm and withhold purchase, firm profits may increase because the threat of boycotting makes the firm more credible and allows a higher price of the advanced service.     

Strategic compliments in sales

Salespersons often spend time and money giving prospective buyers compliments such as kind words, meals and gifts. Though prior research has shown that compliments will influence a prospective buyer’s decision, it is unknown the extent to which salespersons should make these investments. In this paper, we develop an analytical model to examine how seller and buyer characteristics affect the equilibrium provision of compliments by the seller. We establish that the optimal magnitude of compliments is non-monotonic in the buyer’s sensitivity to compliments. We identify conditions for when a seller of a high-quality product will offer greater (or lesser) compliments than a seller of a lower quality product. We show that, under certain conditions, an uninformed buyer earns greater utility than a buyer who knows the quality of the seller’s product. The findings have implications for sellers in their choice of compliments and buyers in the inferences they draw from the compliments received.     

相知服务与相遇服务之差异性

美国亚利桑那大学教授古德克和商业作家威尔史在2000年合著的《勇敢的新服务策略》一书中,提出了相知服务与相遇服务的概念,在服务内容、顾客获取服务的方式、服务速度、服务便捷性、服务成本、服务人员与顾客情感交流方式、顾客反馈问题方式、服务效率度量难易程度、管理服务供求关系难易程度、顾客忠诚度、服务提供者报酬方式、员工满意度、经理职责、企业盈利水平方面存在差异,区分这些差异,有助于指导不同类别的服务企业制定有针对性的营销和管理对策。     

Impact of services trade on economic growth and current account balance: Evidence from India

This paper aims to study the impact of services trade on India’s economic growth and current account balance during the post-reform period. Earlier studies on this subject have mostly looked at the goods sector. Indian studies which analysed services-led growth from a balance of payments perspective suffered from a bias of having focused only on call-centre exports. In such a context, this study brings in a novel approach by using the Balance of Payments Constrained Growth model and autoregressive distributed lag cointegration to estimate the balance of payments equilibrium growth rate for India’s service sector. The key service sub-sectors are also identified using input–output tables and the TIVA database. This study finds that India’s service sector is growing at a rate almost equal to its balance of payments equilibrium growth rate under the assumption of constant relative prices in international trade, and at a rate lower than the equilibrium growth rate when this assumption is relaxed. Among the major services in India’s export basket, construction, transport and business services are found to exhibit strong backward linkages. Foreign value-added content in India’s services exports is found to be highest in the case of business services, transport services and telecommunications.     

绥芬河自贸片区贸易便利化实践研究

本文介绍了绥芬河自贸区开辟铁路互贸交易点、赋予农村农业合作社开展互市贸易经营权、拓展互贸商品进口准入国范围、创新俄籍自然人从事互贸业务规范化管理模式、培育互市贸易新业态新模式、金融外汇结算等制度创新的主要做法和实践效果,提出了贸易便利化要找准政策切入点、因时制宜、助力特色产业优化升级、加强内外联动、引领投资便利化、优化金融服务、注意防范风险等对策建议。     

A comparison of Japanese and American business negotiations

The determinants of the outcomes of business negotiations in two cultures are investigated in a laboratory experiment. The most important causal factor in Japanese negotiations was found to be the role (i.e., buyer or seller) of the negotiator. Japanese buyers consistently achieved higher bargaining solutions than Japanese sellers. The primary causal factor in negotiations between Americans was the information content of bargaining strategies. Americans to whom bargaining partners gave information more freely achieved higher bargaining solutions.     

If the Supplier's Human Capital Walks Away,Where Would the Customer Go?

Purpose: Professional service firms' clients often develop stronger attachments to their key contact employee than to the service firm. Since professionals are highly mobile, buyers of professional business services constantly have to decide whether to follow their key contact employee or remain with their incumbent firm, while service firms face the threat of losing customers if the employee leaves. This study examines how the key contact employee's human capital, the social capital between the contact employee and the client, and the service company's structural capital affect the decision whether to follow the key contact employee to another professional service firm.

Methodology/approach: The model is tested on a sample of 120 organizational buyers of advertising services by using partial last squares, a structural equation modelling technique.

Findings: Professional service firms' investments in company-specific structural capital create a deterrent for clients to follow the contact employee, because remaining with the service firm will increase clients' return on the service providers' structural capital. Furthermore, higher levels of structural capital reduce the value of the contact employee's investments in human capital should the employee leave. Conversely, human capital creates motivation to follow the contact employee, while social capital only provides value in combination with human capital.

Research implications: This study employs concepts developed in economics and economic sociology rather than relationship marketing variables to examine attachments to individual professional service providers and to professional service firms.

Practical implications: The findings underline the importance of competence, both at the company and individual level, for retaining clients of professional services. These results contrast previous studies emphasizing close interpersonal relationships and service firms' relationship-building activities.

Originality/value/contribution: Human, social, and structural capital provide value to clients and therefore apply well to professional services. Hence, these variables provide alternative explanations to service firms' client retention or desertion than traditional relationship marketing variables do. The findings add to our understanding of service provider–client relationships in professional services and knowledge intensive firms.     

The effect of physical possession on preference for product warranty

Peck and Shu (2009) found that touching a product causes greater endowment effect. We seek to replicate and extend this finding to the case that whether touching a product consumers have just bought may increase the willingness to pay (WTP) for warranty. Loss aversion, the tendency to prefer avoiding losses over obtaining equivalent monetary gains, often explains product warranty purchases. This tendency will be stronger when the buyers consider the product as part of their endowment. Touching the product promotes stronger ownership perception and thus shifts consumer's reference point. The new reference point causes consumers to anticipate greater pain from the loss of the product and thus leads to higher WTP for product warranty protection. We find support for this hypothesis in two field studies with a total of 104 participants.     

Epistemic Closure’s Clash with Technology in New Markets

Many people, such as Adam Smith, Milton Friedman, Irving Fisher, and William Sharpe, assume that free markets full of rational people automatically lead to ethical actions and outcomes. After all, at its equilibrium point, a perfectly competitive free market maximizes utility, respects autonomy, and fulfills justice??s dictates. Unfortunately, in some technology markets, there are a significant number of people who have undergone epistemic closure. Epistemic closure entails that all reliable evidence that would challenge deeply held beliefs is dismissed as corrupted, whereas all supporting evidence, no matter how unreliable, is accepted as incontrovertible. Those who have the condition act irrationally within that domain. As a result, business decisions become much more difficult than they would be in a rational market. In this article, epistemic closure??s ethical issues are developed. First, although they are acting irrationally within the closure??s domain, those with epistemic closure can still be held accountable for their actions. Second, to deal ethically with epistemic closure and its consequences, then it is vital to know what it is and its root causes, as well as to have a practical principle that can assist in making pragmatic decisions. Because some new technologies face epistemic closure, then focusing on a particular representative case of it will help to illustrate the issue??s ethical dimensions.     

A Comparison of Bundling and Sequential Pricing in Competitive Markets: Experimental Evidence

Technological advances enable sellers to identify relationships among offered goods. Sellers can leverage this information through pricing strategies such as bundling and sequential pricing. While these strategies have primarily been studied under monopoly assumptions, the strategies are available to competitive firms as well. This paper reports on a series of laboratory experiments comparing bundling and sequential pricing while varying the underlying relationship between the goods in markets where a fraction of buyers comparison shop. The results indicate that sequential pricing is generally as profitable to the seller; however, there is evidence that sequential pricing may be more harmful to consumers than bundling when the goods have complementary values or the buyer’s values are positively correlated.     

Increasing Price Transparency: Implications of Consumer Price Posting for Consumers' Haggling Behavior and a Seller's Pricing Strategies

In an attempt to gain a better position in haggling, consumers often seek a seller's pricing information (e.g., whether the posted price is negotiable, the discount and transaction prices) before going to that seller. Although traditionally difficult to obtain, such information is becoming increasingly available due to consumer price posting (CPP), whereby consumers post and share their purchase price information on the Internet. In this analytical study, we consider a market in which a seller, who chooses between a fixed price policy and a haggling policy, serves two types of consumers who differ in their willingness to pay and haggling costs. We explore how CPP can affect consumers' behavior and the seller's pricing strategies (i.e., pricing policy and the associated prices). In the absence of CPP, our model features a two-sided uncertainty: the seller does not know individual consumer's type and thus may find it optimal to use a haggling policy to price discriminate consumers, whereas consumers do not readily observe the seller's cost type and pricing policy, and thus are uncertain whether their haggling will be fruitful. In the presence of CPP, consumers' uncertainty about the seller's pricing policy is resolved. Because CPP can improve price transparency, inhibit consumers' acceptance of a posted price and spur price haggling, it seems apparent that it should benefit consumers and hurt the seller. However, our analysis shows that CPP can lead to fewer purchases, higher prices and even a greater seller profit. It further shows that although CPP surely increases information accessibility, it can also reduce the amount of information available to consumers. These results are in sharp contrast to the conventional wisdom in the literature.     

Relationship Value in Thai Business-to-Business Marketing

This study focuses on value in the business-to-business relationship among buyers and sellers. Relationship value has long been one of the key research areas in marketing for business to business. By examining from the perspective of the buyers, this research identifies how business buyers can use marketing benefits, product benefits, technical benefits, logistics benefits, financial benefits, risk-reduction benefits, information benefits, and strategic benefits to predict buyer–seller relationship. The study confirms significant relationships among marketing benefits, product benefits, and value in retailer–supplier relationship. The analysis from this study supports that benefit in a business-to-business relationship can be created if suppliers work on mutual benefits with customers. The results also confirm that Thai business customers will look for business partners who can provide risk reduction and marketing benefits for their business.     

The Effect of Online Shopping Platform Strategies on Search,Display, and Membership Revenues

Most online shopping platform firms generate revenue from three sources: pay-per-click search advertising, pay-per-impression display advertising, and membership fees. The strategies that influence these revenue sources typically are studied individually, rather than in a holistic fashion. In response, this study uses time-series data with 18 million buyers and sellers from 2010 to 2011 and undertakes a quasi-experiment to analyze how the distinct effects of buyer- and seller-side strategies on revenues (1) vary across all three revenue sources and (2) depend differentially on a platform’s upmarket repositioning strategy. The results show that buyers that purchase through direct traffic (e.g., typing in the site address) yield more display advertising and membership fee revenues than those gained through organic traffic (e.g., landing from a search engine). Engagement strategies that appeal to established sellers (i.e., value-added services) yield more search advertising and membership revenue than those that appeal to new sellers (i.e., social forums). An upmarket repositioning strategy (i.e., eliminating low quality sellers) enhances the revenue effects of buyer traffic generation and seller engagement strategies. Post hoc analyses suggest that a 1% increase in direct traffic generates an additional $151,506 in display advertising revenue after (vs. before) the repositioning.     

Gender differences in the intentions to voice complaints across different service failure modes

The present study investigates the joint impact of the service failure mode (interpersonal service versus self-service technology) and gender on consumers’ intention to voice their complaints. Results from a quasi-experiment suggest that female consumers are more likely to voice their dissatisfaction following a self-service technology failure rather than an interpersonal failure. However, the service failure mode fails to influence male consumers’ complaint intentions. Moreover, our findings indicate that motivation to help is the mechanism behind female consumers’ complaint behaviors, thus mediating the effect of service failure mode on complaint intention. Therefore, hospitality practitioners might want to pay attention to the differences in each gender’s complaint behaviors across different service failure modes and provide effective service recovery solutions across the two genders.     

Trust and the don't‐want‐to‐complain bias in peer‐to‐peer platform markets

This paper addresses peer‐to‐peer (P2P) digital platform markets, often associated with the “sharing economy” or the “collaborative economy”. Such digital platforms, facilitating new purchasing channels for consumers by matching P2P supply and demand, can be considered new market places challenging the conventional markets. How are P2P platform markets evaluated by the consumers? Based on a comprehensive survey‐data material, five different P2P service markets are considered by peer buyers and the results compared to consumers’ evaluations from similar conventional service markets according to trust, comparability and consumers’ satisfaction with the transactions. Comparability seems to be one advantage for the platform markets, while trust could become a problem. Conditions for trust in P2P platform markets is particularly interesting to study because contrary to conventional markets P2P transactions cannot rely on governmental laws, regulations and security net. This trust problem has been solved by a trust‐generating rate and review system. Our data material, however, distinguishes a mechanism that we have coined as the don't‐want‐to‐complain bias. More precisely, people do not like to complain, hence buyers of P2P services often hesitate to give negative ratings when they are discontent with a service or a supplier. Therefore, positive ratings become overestimated. If consumers recognize this bias, ratings and reviews will lose credibility and no longer be considered trustworthy. Eventually, this may threaten the well‐functioning of P2P markets.