فایل کامل و عالی بررسی ارتباط اهداف قیمت گذاری و روش های قیمت گذاری در گستره خدمات

An investigation on the relationship between pricing objectives and pricing
methods in service sector (Case Study: Traveling agencies in Tehran)

Abstract
The study is about the pricing methods which are used in service
companies & also about the survey of relationship between the objectives &
pricing methods. The study goal is practical type and according to data
gathering type is investigative-descriptive from measurement type.
To do this the questionnaire was prepared which was included in two
designed parts: in the first part there are 28 pricing objectives by the likert
spectrum and in the second part 12 pricing methods are studied by the couple
scale. The survey sample is 1148 travel agencies in Tehran. That 291 travel
agencies were chosen by simple random sample by using Cohen & Morgan
table. The data validity from the questionnaire was confirmed by explorative
analysis. Then the relationship between the pricing objectives & methods was
measured by logistic regression & SPSS 18 software. After 12 times logistic
regression the results showed that among 5 cost-based methods, cost-plus
methods and target return pricing regression were, among 4 the competitionbased
method, pricing similar to competitors, pricing below competitors and
pricing according to the dominant price in the market regressions were
meaningful but among 3 demand-based methods no regressions were
meaningful.
Keywords: pricing- pricing objectives- pricing methods-service
industries-travel agencies.

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