How much more are consumers willing to pay for a higher level of service? A preliminary survey

By A. Tse. 2001

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Quality labels as a marketing advantage (2003, background): “This paper focuses on measuring PDO label’s strength through consumers’ willingness to pay (WTP), which constitutes a practical and realistic means of expressing consumers’ attachment to a quality product or service (Tse, 2001).”
Pricing objectives and pricing methods in the services sector (2005, background): “These findings are expected, since a high-quality service may justify a price above those charged by the competitors (Mitra and Capella, 1997; Tse, 2001), whereas the effort to maximize profits, sales or market share may necessitate levying prices different from the average market prices (Bagozzi…”
Consumers’ Perceived Value and Willingness to Purchase Organic Food (2014, background): “Vlosky, Ozanna, and Fontenot (1999) explained that price premiums are the excess prices paid over and above the fair price that are justified by the true value of the product, which may be indicators of consumers’ demand for that product (Tse, 2001).”