Pricing of Services: An Empirical Analysis from the Greek Service Sectors

The purpose of the present study is to explore the pricing objectives that service companies pursue along with the pricing policies that they adopt in order to price their services. Analyzing data from 170 companies operating in six different services sectors in Greece, the study found that the objectives, which are pursued, are fundamentally qualitative rather than quantitative in their nature with a particular emphasis given on the companies' customers. Regarding the pricing policies, the only policy that was found to be followed by the majority of the companies is the traditional price list perhaps due to the easiness associated with its implementation. Moreover, the pricing objectives were found to be, as we should expect, associated with the pricing policies.