Examining the Effect of Revenue Management on Customer Perceptions and Calculating the Service Performance Index: Food Order Application Example

Abstract

In this research, the target is to create a “Service Performance Index” for food order mobile applications. In order to create the index, a structural equation model is developed. Then the coefficients which are obtained from the model are used to calculate the index values. There are some revenue management practices carried out in the food sector such as “discounts when you order a meal for two” or “privileges for contracted credit card or mobile line users”. In this context, this study tried to measure whether there is a relationship between the revenue management and customer perceptions, which are e-service quality, satisfaction and word of mouth. It was realized that revenue management has a significant, positive and high-level effect on e-service quality, satisfaction and word of mouth. The index scores of participants of the questionnaire were compared according to the frequency of benefiting from revenue management applications and discount campaigns. Thus, it was revealed that the service performance index of those who always use revenue management applications is higher than those who never use them. This result contributes to businesses with an important reference in terms of food marketing strategy.