Customers’ fairness perception and satisfaction while using dynamic pricing

Dynamic pricing is a common topic nowadays, because more and more companies apply it and customers face it very often. Along with additional profit out of this technic, firms get customers’ negative feedback and dissatisfaction, which can be converted to financial damage. This paper investigates different aspects of dynamic pricing and customers’ response to it. Particular attention is paid to product uniqueness as a factor that potentially influences customers’ reactions to price adjustment. In addition to different types of products, three different situations and three possible price positions are investigated. Not all hypotheses about product uniqueness are supported. However, the impact of different purchase scenarios on customers’ feelings of unfairness and satisfaction is estimated. Moderation and mediation effects are established in the model.