THE EFFECT OF DYNAMIC PRICING ON THE INTERNET ON CUSTOMER PERCEIVED VALUE

Pricing is the only marketing parameter that can directly affect a company’s revenue. It implies the value of the product to the customers. In today’s internet marketing field, traditional and conventional pricing methods are replaced by dynamic pricing (a pricing strategy that changes by time depending on the product types or customer characteristics). methods. In this research, the relationship between customer-perceived-value and dynamic pricing on the e-commerce websites, is examined. In this article, customers perception of value based on the dynamic pricing on e-commerce websites was determined by qualitative measurement method. Previous studies showed that dynamic pricing had negative impact on the customer-perceived-value whereas our results support that this negative impact got reduced and instead the values presented by the e-commerce websites play more important role on the value perception of the customers than the dynamic pricing