Much attention has been paid to the pricing of goods, but services now constitute almost half of the US economy and … they have their own pricing requirements. Services differ from goods in that the choice of pricing structure is more fluid …, as for example in determining the unit of charging. In addition, services tend to be more variable in quality because …

service quality, perceived service value, and willingness to buy travel services. Results indicate that: (1) price has a … substantial direct effect on consumer perceptions of quality and an inverse effect on consumer perceptions of value and … willingness to buy, (2) perception of travel agent has a substantial direct effect on perceived quality and value, and (3) the …