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In revenue management practice, customers' perceived fairness is a critical issue. Prior research examined the effect of revenue management on customers' perceptions of fairness by implementing two different conditions: fencing and framing. In this study, the authors evaluated the role of a service firm's environmentally friendly reputation under the conditions of fencing and framing. Results indicated that an environmentally friendly reputation only moderated the effect of framing on perceived fairness. In particular, when the firm had a poor reputation, framing as a discount rather than framing as a surcharge increased customers' fairness perceptions. When the firm had a good reputation, however, customers' perception of fairness did not differ across two framing conditions. The findings of this study help firms to understand how customers perceive fairness in revenue management practice.

The Impact of Service Firm’s Environmentally Friendly Reputation in the Context of Revenue Management