A Conversation with Sushanta Das & Thorsten Merkle
New academic research by Sushanta Das, Thorsten Merkle, and Satheesh Seenivasan (Monash University, Melbourne, Australia) challenges a core street-pricing assumption that has been foundational for the airport concessions industry for nearly 40 years: price matters. Instead, their research finds that perceived value matters more than absolute price. Passenger satisfaction depends more on non-price factors such as hospitality, ambiance, and service and product quality. Their conclusion has important implications for the development, management, and economic viability of airport shopping and dining programs.
Our conversation de-codes this ground-breaking research and points to practical applications. For example, Sushanta and Thorsten describe how flexible, nuanced pricing policies can enhance the overall travel experience. There’s much more. Read the full recap of our interview with Kevin where you will find links to the video, audio, and transcript. View All ARRA Forums
