ABSTRACT
With all that has been discussed in the preceding chapters, it is clear that service pricing is a complex task. Yet, research has shown that pricing is more credible when they are easily understood and simple.1 Hence, service firms are tasked to communicate value without unnecessary complexity even if the process of arriving at the prices charged could be complex. From the buyer’s perspective, the risk of buying a service is already higher than that of a good so buyers expect pricing strategies to be more transparent so that they have greater trust and confidence in the firm. Hence, pricing strategies presented in this book have to be deliberated carefully before being considered for implementation.
