Pricing retail services

K. Douglas Hoffman, L. W. Turley, Scott W. Kelley

Research output: Contribution to journalArticlepeer-review

57 Scopus citations


Although the need for service pricing research is frequently voiced at conference sessions focusing on services marketing strategy, a macro examination of retail service pricing has yet to be developed. A discussion of how retail service pricing is unique from the pricing of retail goods is presented. The framework for the discussion is based on demand, cost, customer, competitive, profit, product, and legal considerations. Clearly, differences do exist. Research issues pertaining to retail services are also provided. It is our collective hope that this discussion will spur interest and generate much needed research in the area of pricing retail services.

Original languageEnglish
Pages (from-to)1015-1023
Number of pages9
JournalJournal of Business Research
Issue number12
StatePublished - Dec 2002


  • Pricing and retailing
  • Services marketing

ASJC Scopus subject areas

  • Marketing


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