\u0395\u03c0\u03bf\u03bc\u03ad\u03bd\u03c9\u03c2, \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03ba\u03ac\u03c0\u03bf\u03b9\u03b5\u03c2 \u03c4\u03b9\u03bc\u03bf\u03bb\u03bf\u03b3\u03b9\u03b1\u03ba\u03ad\u03c2 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03b9\u03c2 \u03bd\u03b1 \u03bf\u03b4\u03b7\u03b3\u03bf\u03cd\u03bd \u03c3\u03b5 \u03ad\u03c3\u03bf\u03b4\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b1\u03bc\u03b5\u03b9\u03b1\u03ba\u03ae \u03c1\u03bf\u03ae \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1, \u03b1\u03bb\u03bb\u03ac \u03c0\u03b9\u03b8\u03b1\u03bd\u03ce\u03c2 \u03bd\u03b1 \u03b2\u03bb\u03ac\u03c0\u03c4\u03bf\u03c5\u03bd \u03c4\u03b1 \u03ad\u03c3\u03bf\u03b4\u03b1 \u03c4\u03bf\u03c5 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf\u03c5 \u03bc\u03b1\u03ba\u03c1\u03bf\u03c0\u03c1\u03cc\u03b8\u03b5\u03c3\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03b3\u03b9\u03b1\u03c4\u03af \u03b7 \u03c4\u03b9\u03bc\u03bf\u03bb\u03bf\u03b3\u03b9\u03b1\u03ba\u03ae \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ae \u03b5\u03bd\u03cc\u03c2 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf\u03c5 \u03b8\u03b1 \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03bd\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b5 \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b7 \u03b1\u03c1\u03bc\u03bf\u03bd\u03af\u03b1 \u03bc\u03b5 \u03c4\u03bf brand \u03ba\u03b1\u03b9 \u03c4\u03bf \u03c0\u03c9\u03c2 \u03b5\u03bc\u03b5\u03af\u03c2 \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03b1\u03c0\u03bf\u03c6\u03b1\u03c3\u03af\u03c3\u03b5\u03b9 \u03bd\u03b1 \u03c4\u03bf\u03c0\u03bf\u03b8\u03b5\u03c4\u03b7\u03b8\u03bf\u03cd\u03bc\u03b5 \u03c3\u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac<\/strong>. \u03a0\u03ac\u03bc\u03b5 \u03bd\u03b1 \u03b4\u03bf\u03cd\u03bc\u03b5 \u03bb\u03bf\u03b9\u03c0\u03cc\u03bd \u03c0\u03c9\u03c2 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bc\u03b5 \u03c3\u03c9\u03c3\u03c4\u03ac \u03bd\u03b1 \u03c0\u03c1\u03bf\u03c3\u03b1\u03c1\u03bc\u03cc\u03c3\u03bf\u03c5\u03bc\u03b5 \u03bc\u03b9\u03b1 \u03c4\u03b9\u03bc\u03bf\u03bb\u03bf\u03b3\u03b9\u03b1\u03ba\u03ae \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ae \u03c0\u03bf\u03c5 \u03b8\u03b1 \u03c5\u03c0\u03bf\u03c3\u03c4\u03b7\u03c1\u03af\u03be\u03b5\u03b9 \u03c4\u03bf brand \u03c4\u03bf\u03c5 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf\u03c5 \u03bc\u03b1\u03c2 \u03c3\u03b5 \u03b2\u03ac\u03b8\u03bf\u03c2 \u03c7\u03c1\u03cc\u03bd\u03bf\u03c5.<\/p>\n <\/p>\n \u0397 \u03b1\u03bb\u03bb\u03b9\u03ce\u03c2, \u03c4\u03b9\u03bc\u03bf\u03bb\u03bf\u03b3\u03b5\u03af\u03c3\u03c4\u03b5 \u00ab\u03b4\u03af\u03ba\u03b1\u03b9\u03b1\u00bb. \u03a9\u03c2 \u00ab\u03b4\u03af\u03ba\u03b1\u03b9\u03b1\u00bb \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bc\u03b5 \u03bd\u03b1 \u03b8\u03b5\u03c9\u03c1\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5 \u03cc\u03c4\u03b1\u03bd \u03c4\u03bf \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf \u03c0\u03bf\u03c3\u03bf\u03c4\u03cc \u03c4\u03c9\u03bd \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03c9\u03c4\u03ce\u03bd \u03bd\u03b9\u03ce\u03b8\u03b5\u03b9 \u03c0\u03c9\u03c2 \u03ad\u03c7\u03b5\u03b9 \u03b5\u03ba\u03c0\u03bb\u03b7\u03c1\u03c9\u03b8\u03b5\u03af \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03bb\u03ad\u03bc\u03b5 brand promise. \u039c\u03b5\u03c4\u03ac \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1 \u03c0\u03bf\u03c5 \u03ad\u03c7\u03b5\u03b9 \u03ba\u03ac\u03bd\u03b5\u03b9 \u03bf \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7\u03c2 \u03bc\u03b1\u03c2, \u03c3\u03b5 \u03c3\u03c7\u03ad\u03c3\u03b7 \u03bc\u03b5 \u03c4\u03bf destination \u03ba\u03b1\u03b9 \u03bc\u03b5 \u03c4\u03bf\u03bd \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03bc\u03cc, \u03ad\u03c7\u03b5\u03b9 \u03ba\u03b1\u03c4\u03b1\u03bb\u03ae\u03be\u03b5\u03b9 \u03bd\u03b1 \u03ba\u03ac\u03bd\u03b5\u03b9 \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7 \u03c3\u03c4\u03bf \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf \u03bc\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc\u03bc\u03b1\u03c4\u03b1 \u03ad\u03c7\u03b5\u03b9 \u03ba\u03ac\u03c0\u03bf\u03b9\u03b1 expectations, \u03b1\u03bd\u03ac\u03bb\u03bf\u03b3\u03b1 \u03bc\u03b5 \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03c4\u03bf\u03c5 \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u00ab\u03c5\u03c0\u03bf\u03c3\u03c7\u03b5\u03b8\u03b5\u03af\u00bb (brand promise). \u0397 \u03c4\u03b9\u03bc\u03ae \u03c0\u03b1\u03af\u03b6\u03b5\u03b9 \u03ac\u03bc\u03b5\u03c3\u03bf \u03c1\u03cc\u03bb\u03bf \u03c3\u03b5 \u03b1\u03c5\u03c4\u03ae \u03c4\u03b7\u03bd \u03c5\u03c0\u03cc\u03c3\u03c7\u03b5\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b1 expectations \u03c4\u03bf\u03c5 \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03ce\u03c4\u03b7. \u038c\u03c3\u03bf \u03c4\u03bf \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b5 \u03b8\u03ad\u03c3\u03b7 \u03bd\u03b1 \u03b5\u03ba\u03c0\u03bb\u03b7\u03c1\u03ce\u03c3\u03b5\u03b9 \u03b1\u03c5\u03c4\u03ac \u03c0\u03bf\u03c5 \u03b1\u03bd\u03b1\u03bc\u03ad\u03bd\u03bf\u03c5\u03bd \u03bf\u03b9 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2, \u03b7 \u03c4\u03b9\u03bc\u03bf\u03bb\u03bf\u03b3\u03b9\u03b1\u03ba\u03ae \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ae \u03b8\u03b5\u03c9\u03c1\u03b5\u03af\u03c4\u03b1\u03b9 \u03ba\u03b1\u03bb\u03ac \u03b4\u03bf\u03bc\u03b7\u03bc\u03ad\u03bd\u03b7 \u03ba\u03b1\u03b9 \u03ad\u03c7\u03b5\u03b9 \u03c9\u03c2 \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03b8\u03b5\u03c4\u03b9\u03ba\u03ac reviews<\/strong>.<\/p>\n \u039c\u03b9\u03b1 \u03bb\u03ac\u03b8\u03bf\u03c2 \u03c4\u03b9\u03bc\u03bf\u03bb\u03bf\u03b3\u03b9\u03b1\u03ba\u03ae \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ae \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03bd\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b5\u03af\u03c4\u03b5 \u03c0\u03c1\u03bf\u03c2 \u03c4\u03b1 \u03c0\u03ac\u03bd\u03c9, \u03b5\u03af\u03c4\u03b5 \u03c0\u03c1\u03bf\u03c2 \u03c4\u03b1 \u03ba\u03ac\u03c4\u03c9 \u03ba\u03b1\u03b9 \u03ad\u03c7\u03b5\u03b9 \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b9\u03c2 \u03b4\u03cd\u03bf \u03c0\u03b5\u03c1\u03b9\u03c0\u03c4\u03ce\u03c3\u03b5\u03b9\u03c2 \u03b1\u03c1\u03bd\u03b7\u03c4\u03b9\u03ba\u03ae \u03b5\u03c0\u03af\u03c0\u03c4\u03c9\u03c3\u03b7 \u03c3\u03c4\u03b1 \u03ad\u03c3\u03bf\u03b4\u03b1 \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b9\u03c3\u03b7\u03c2. \u0391\u03bd \u03c4\u03bf \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf \u03ad\u03c7\u03b5\u03b9 \u03b5\u03c0\u03b9\u03bb\u03ad\u03be\u03b5\u03b9 \u03bd\u03b1 \u03ad\u03c7\u03b5\u03b9 \u03c4\u03b9\u03bc\u03ae \u03b4\u03c9\u03bc\u03b1\u03c4\u03af\u03bf\u03c5 \u03c5\u03c8\u03b7\u03bb\u03cc\u03c4\u03b5\u03c1\u03b7 \u03b1\u03c0\u03cc \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03bf\u03c1\u03af\u03b6\u03bf\u03c5\u03bc\u03b5 \u03c9\u03c2 \u00ab\u03b4\u03af\u03ba\u03b1\u03b9\u03bf\u00bb, \u03b8\u03b1 \u03ad\u03c7\u03b5\u03b9 \u03bd\u03b1 \u03b1\u03bd\u03c4\u03b9\u03bc\u03b5\u03c4\u03c9\u03c0\u03af\u03c3\u03b5\u03b9 \u03b1\u03c1\u03bd\u03b7\u03c4\u03b9\u03ba\u03ac \u03c3\u03c7\u03cc\u03bb\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03b5\u03af\u03bd\u03b1\u03b9 \u03be\u03b5\u03ba\u03ac\u03b8\u03b1\u03c1\u03bf. \u0391\u03bd \u03cc\u03bc\u03c9\u03c2 \u03ad\u03c7\u03b5\u03b9 \u03c7\u03b1\u03bc\u03b7\u03bb\u03cc\u03c4\u03b5\u03c1\u03b7 \u03c4\u03b9\u03bc\u03ae; \u0391\u03c5\u03c4\u03cc \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03c1\u03bf\u03c2 \u03cc\u03c6\u03b5\u03bb\u03bf\u03c2 \u03c4\u03bf\u03c5 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u03c6\u03ae\u03bc\u03b7\u03c2 \u03c4\u03bf\u03c5 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf\u03c5, \u03b1\u03bd \u03b5\u03be\u03b1\u03b9\u03c1\u03ad\u03c3\u03bf\u03c5\u03bc\u03b5 \u03c0\u03c9\u03c2 \u03b2\u03bb\u03ac\u03c0\u03c4\u03b5\u03b9 \u03c4\u03b1 \u03ad\u03c3\u03bf\u03b4\u03b1;<\/p>\n \u039a\u03b1\u03b9 \u03c0\u03ac\u03bb\u03b9, \u03bc\u03b9\u03b1 \u03ba\u03b1\u03ba\u03ce\u03c2 \u03b4\u03bf\u03bc\u03b7\u03bc\u03ad\u03bd\u03b7 \u03c4\u03b9\u03bc\u03bf\u03bb\u03bf\u03b3\u03b9\u03b1\u03ba\u03ae \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ae \u03c0\u03bf\u03c5 \u03c0\u03b1\u03c1\u03b5\u03ba\u03bb\u03af\u03bd\u03b5\u03b9 \u03b1\u03c0\u03cc \u03c4\u03bf price fairness \u03b5\u03af\u03bd\u03b1\u03b9 \u03b6\u03b7\u03bc\u03b9\u03bf\u03b3\u03cc\u03bd\u03b1 \u03b3\u03b9\u03b1 \u03c4\u03bf brand<\/strong>. \u0391\u03bd \u03b3\u03b9\u03b1 \u03c0\u03b1\u03c1\u03ac\u03b4\u03b5\u03b9\u03b3\u03bc\u03b1, \u03c3\u03b5 \u03ad\u03bd\u03b1 up scale \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03c3\u03bf\u03c5\u03bc\u03b5 \u03bc\u03b9\u03b1 \u03c7\u03b1\u03bc\u03b7\u03bb\u03ae \u03c4\u03b9\u03bc\u03ae, \u03bf\u03b9 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03b4\u03b9\u03c3\u03c4\u03ac\u03b6\u03bf\u03c5\u03bd \u03ba\u03b1\u03b8\u03ce\u03c2 \u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03bf\u03c5\u03bd \u03b4\u03b9\u03c6\u03bf\u03c1\u03bf\u03cd\u03bc\u03b5\u03bd\u03b1 \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03b1. \u03a4\u03bf brand promise \u03b4\u03b5\u03bd \u03b1\u03c0\u03bf\u03c4\u03c5\u03c0\u03ce\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b7\u03bd \u03c4\u03b9\u03bc\u03ae \u03ba\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc\u03bc\u03b1\u03c4\u03b1 \u00ab\u03b5\u03bc\u03c0\u03bf\u03b4\u03af\u03b6\u03b5\u03c4\u03b1\u03b9\u00bb \u03b7 \u03c0\u03ce\u03bb\u03b7\u03c3\u03b7.<\/p>\n <\/p>\n <\/p>\n \u0391\u03c0\u03bf\u03c6\u03cd\u03b3\u03b5\u03c4\u03b5 \u03bd\u03b1 \u03ba\u03ac\u03bd\u03b5\u03c4\u03b5 \u03bc\u03b5\u03b3\u03ac\u03bb\u03b5\u03c2 \u03b5\u03ba\u03c0\u03c4\u03ce\u03c3\u03b5\u03b9\u03c2 \u03c0\u03c1\u03bf\u03c2 \u03cc\u03bb\u03bf\u03c5\u03c2 \u03ba\u03b1\u03b9 \u03b3\u03b9\u03b1 \u03bc\u03b5\u03b3\u03ac\u03bb\u03b1 \u03c7\u03c1\u03bf\u03bd\u03b9\u03ba\u03ac \u03b4\u03b9\u03b1\u03c3\u03c4\u03ae\u03bc\u03b1\u03c4\u03b1.\u00a0\u038c\u03c3\u03bf \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b7 \u03ad\u03ba\u03b8\u03b5\u03c3\u03b7 \u03ad\u03c7\u03b5\u03b9 \u03c4\u03bf \u03c3\u03cd\u03bd\u03bf\u03bb\u03bf \u03c4\u03c9\u03bd \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03c9\u03c4\u03ce\u03bd \u03c3\u03c4\u03b7\u03bd \u03ad\u03ba\u03c0\u03c4\u03c9\u03c3\u03b7, \u03c4\u03cc\u03c3\u03bf \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03b8\u03b1 \u03b3\u03af\u03bd\u03b5\u03b9 \u03b7 “\u03c4\u03b9\u03bc\u03ae \u03b1\u03bd\u03b1\u03c6\u03bf\u03c1\u03ac\u03c2” \u03c4\u03bf\u03c5 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf\u03c5 \u03ba\u03b1\u03b9 \u03b8\u03b1 \u03b4\u03c5\u03c3\u03ba\u03bf\u03bb\u03b5\u03c5\u03c4\u03b5\u03af\u03c4\u03b5 \u03bd\u03b1 \u03b1\u03c5\u03be\u03ae\u03c3\u03b5\u03c4\u03b5 \u03c4\u03b7\u03bd \u03c4\u03b9\u03bc\u03ae \u03c3\u03b1\u03c2 \u03cc\u03c4\u03b1\u03bd \u03c4\u03bf \u03b1\u03c0\u03b1\u03b9\u03c4\u03bf\u03cd\u03bd \u03bf\u03b9 \u03c3\u03c5\u03bd\u03b8\u03ae\u03ba\u03b5\u03c2. \u03a7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03ae\u03c3\u03c4\u03b5 \u03c3\u03c5\u03b3\u03ba\u03b5\u03ba\u03c1\u03b9\u03bc\u03ad\u03bd\u03b1 \u03cc\u03c1\u03b9\u03b1\/\u03b4\u03b9\u03b1\u03c7\u03c9\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd\u03c2 \u03c3\u03c4\u03b9\u03c2 \u03b5\u03ba\u03c0\u03c4\u03ce\u03c3\u03b5\u03b9\u03c2, \u03cc\u03c0\u03c9\u03c2 flash sales campaigns & channels, \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03c0\u03c1\u03bf\u03c3\u03c4\u03b1\u03c4\u03ad\u03c8\u03b5\u03c4\u03b5 \u03c4\u03b7 \u03c6\u03ae\u03bc\u03b7 \u03c4\u03bf\u03c5 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf\u03c5 \u03c3\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03ba\u03c1\u03b1\u03c4\u03ae\u03c3\u03b5\u03c4\u03b5 \u03bc\u03b9\u03b1 “\u03c4\u03b9\u03bc\u03ae \u03b1\u03bd\u03b1\u03c6\u03bf\u03c1\u03ac\u03c2”\u00a0(reference price)<\/strong>. \u039c\u03b9\u03b1 \u03ac\u03bb\u03bb\u03b7 \u03c0\u03c1\u03b1\u03ba\u03c4\u03b9\u03ba\u03ae \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b4\u03c9\u03c1\u03b5\u03ac\u03bd \u03b4\u03b9\u03b1\u03bd\u03c5\u03ba\u03c4\u03ad\u03c1\u03b5\u03c5\u03c3\u03b7 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac \u00a0\u03b1\u03c1\u03b9\u03b8\u03bc\u03bf\u03cd \u03b4\u03b9\u03b1\u03bd\u03c5\u03ba\u03c4\u03b5\u03c1\u03b5\u03cd\u03c3\u03b5\u03c9\u03bd \u03c3\u03b5 \u03ba\u03b1\u03bd\u03bf\u03bd\u03b9\u03ba\u03ae \u03c4\u03b9\u03bc\u03ae. \u0391\u03c5\u03c4\u03ae \u03c4\u03b7 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03c4\u03b7\u03bd \u03b1\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03bf\u03cd\u03bc\u03b5 \u03ce\u03c3\u03c4\u03b5 \u03bf \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03ce\u03c4\u03b7\u03c2 \u03bd\u03b1 \u03b2\u03bb\u03ad\u03c0\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b1\u03c1\u03c7\u03b9\u03ba\u03ae \u03c4\u03b9\u03bc\u03ae \u03b4\u03c9\u03bc\u03b1\u03c4\u03af\u03bf\u03c5 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03b8\u03b5\u03c9\u03c1\u03b5\u03af \u03b1\u03c5\u03c4\u03ae \u03c9\u03c2 “reference price”.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n \u0391\u03c5\u03c4\u03ae \u03c4\u03b7 \u03c3\u03c4\u03b9\u03b3\u03bc\u03ae \u03cc\u03c7\u03b9, \u03af\u03c3\u03c9\u03c2 \u03bd\u03b1 \u03b5\u03af\u03c3\u03c4\u03b5 \u03c3\u03b5 \u03b5\u03c4\u03bf\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b3\u03b9\u03b1 \u03c0\u03c1\u03bf\u03c9\u03b8\u03b7\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03bd\u03ad\u03c1\u03b3\u03b5\u03b9\u03b5\u03c2 \u03b1\u03bc\u03ad\u03c3\u03c9\u03c2 \u03bc\u03cc\u03bb\u03b9\u03c2 “\u03b1\u03bd\u03bf\u03af\u03be\u03b5\u03b9” \u03b7 \u03b1\u03b3\u03bf\u03c1\u03ac. \u0391\u03c5\u03c4\u03ae \u03c4\u03b7 \u03c3\u03c4\u03b9\u03b3\u03bc\u03ae \u03b7 \u03b6\u03ae\u03c4\u03b7\u03c3\u03b7 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b9\u03b4\u03b9\u03b1\u03af\u03c4\u03b5\u03c1\u03b1 \u03c7\u03b1\u03bc\u03b7\u03bb\u03ae 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\u03ba\u03b1\u03c4\u03b1\u03bb\u03cd\u03bc\u03b1\u03c4\u03b1, \u03b3\u03b9\u03b1 \u03c0\u03b1\u03c1\u03ac\u03b4\u03b5\u03b9\u03b3\u03bc\u03b1 \u03ba\u03ac\u03c0\u03bf\u03b9\u03b1 \u03bc\u03b5 \u03b9\u03b4\u03b9\u03b1\u03af\u03c4\u03b5\u03c1\u03b1 \u03bc\u03b9\u03ba\u03c1\u03ae \u03b4\u03c5\u03bd\u03b1\u03bc\u03b9\u03ba\u03ae \u03c0\u03bf\u03c5 \u03b8\u03b1 \u03bf\u03b4\u03b7\u03b3\u03b7\u03b8\u03bf\u03cd\u03bd \u03c3\u03b5 stop sales \u03c0\u03bf\u03bb\u03cd \u03b3\u03c1\u03ae\u03b3\u03bf\u03c1\u03b1 \u03bc\u03b5\u03c4\u03ac \u03c4\u03b9\u03c2 \u03c0\u03c1\u03ce\u03c4\u03b5\u03c2 \u03ba\u03c1\u03b1\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2. \u0395\u03c0\u03b9\u03c0\u03bb\u03ad\u03bf\u03bd, \u03c3\u03c5\u03bd\u03c5\u03c0\u03bf\u03bb\u03bf\u03b3\u03af\u03c3\u03c4\u03b5 \u03c4\u03b9\u03c2 \u03c5\u03c0\u03ac\u03c1\u03c7\u03bf\u03c5\u03c3\u03b5\u03c2 \u03ba\u03c1\u03b1\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03ba\u03b1\u03b9 \u03b1\u03ba\u03c5\u03c1\u03ce\u03c3\u03b5\u03b9\u03c2 \u03c0\u03bf\u03c5 \u03ae\u03b4\u03b7 \u03ad\u03c7\u03b5\u03c4\u03b5, \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03c0\u03ac\u03c1\u03b5\u03c4\u03b5 \u03c4\u03b9\u03c2 \u03c3\u03c9\u03c3\u03c4\u03ad\u03c2 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03b9\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03bf \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf \u03c3\u03b1\u03c2.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n \u0397 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03b5\u03bd\u03cc\u03c2 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf\u03c5 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03c0\u03b1\u03c1\u03b1\u03af\u03c4\u03b7\u03c4\u03b7 \u03b3\u03b9\u03b1 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03c9\u03bb\u03ae\u03c3\u03b5\u03b9\u03c2 \u03ba\u03b1\u03b9 \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b7 \u03ba\u03b5\u03c1\u03b4\u03bf\u03c6\u03bf\u03c1\u03af\u03b1. \u03a0\u03b7\u03b3\u03b1\u03af\u03bd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c3\u03b5 \u03ad\u03bd\u03b1 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03b5\u03c4\u03b9\u03ba\u03cc \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03bf \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03b1 \u03c7\u03c1\u03cc\u03bd\u03b9\u03b1, \u03c0\u03b9\u03bf \u201csocial\u201d \u03ba\u03b1\u03b9 \u03bc\u03b5 \u03b1\u03c1\u03ba\u03b5\u03c4\u03cc user generated \u03c0\u03b5\u03c1\u03b9\u03b5\u03c7\u03cc\u03bc\u03b5\u03bd\u03bf, \u03b7 \u03c4\u03b9\u03bc\u03bf\u03bb\u03bf\u03b3\u03b9\u03b1\u03ba\u03ae \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ae \u03ba\u03b1\u03bb\u03b5\u03af\u03c4\u03b1\u03b9 \u03bd\u03b1 \u03b5\u03bd\u03b1\u03c1\u03bc\u03bf\u03bd\u03b9\u03c3\u03c4\u03b5\u03af \u03c3\u03c4\u03b7 \u03c3\u03c5\u03bd\u03bf\u03bb\u03b9\u03ba\u03ae \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03c4\u03bf\u03c5 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf\u03c5. \u03a4\u03bf revenue management \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03ac \u03ad\u03c7\u03b5\u03b9 \u03c9\u03c2 \u03c3\u03c4\u03cc\u03c7\u03bf \u03c4\u03b7\u03bd \u03b5\u03c0\u03af\u03c4\u03b5\u03c5\u03be\u03b7 \u03c4\u03b7\u03c2 \u03b9\u03b4\u03b1\u03bd\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03b7\u03c2 \u03b9\u03c3\u03bf\u03c1\u03c1\u03bf\u03c0\u03af\u03b1\u03c2, \u03b5\u03c0\u03bf\u03bc\u03ad\u03bd\u03c9\u03c2 \u03c5\u03c8\u03b7\u03bb\u03cc\u03c4\u03b5\u03c1\u03b7\u03c2 \u03ba\u03b5\u03c1\u03b4\u03bf\u03c6\u03bf\u03c1\u03af\u03b1\u03c2, […]<\/p>\n","protected":false},"author":1,"featured_media":6801,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65,60,63,62,58],"tags":[],"class_list":["post-6777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pricing","category-revenue","category-sales","category-strategy","category-xenodocheia"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":7}},"_links":{"self":[{"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/posts\/6777","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/comments?post=6777"}],"version-history":[{"count":1,"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/posts\/6777\/revisions"}],"predecessor-version":[{"id":10902,"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/posts\/6777\/revisions\/10902"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/media\/6801"}],"wp:attachment":[{"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/media?parent=6777"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/categories?post=6777"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hotelising.gr\/el\/wp-json\/wp\/v2\/tags?post=6777"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}“Price Fairnes”<\/h3>\n
\n
When hotels adjust prices according to demand patterns and market conditions, it is also important to consider fairness perceptions (Hotel Pricing in a Social World, Kelly A. McGuire 2016).<\/h3>\n<\/blockquote>\n
Offers & Promotions<\/h3>\n
\n
Research has shown that consumers have become accustomed to fluctuations in hotel room pricing (Kimes and Noone 2002).<\/h3>\n<\/blockquote>\n
![\"hotelising.gr](\"https:\/\/www.hotelising.gr\/wp-content\/uploads\/2020\/04\/tips-768x582-e1586989079775-300x228.png\" "\\"\\"")
<\/em><\/h5>\n<\/h5>\n
<\/h5>\n
\u03a4\u03b9\u03bc\u03ad\u03c2 \u03c0\u03bf\u03c5 \u03c4\u03b5\u03bb\u03b5\u03b9\u03ce\u03bd\u03bf\u03c5\u03bd \u03c3\u03b5 0 \u03c5\u03c0\u03bf\u03b4\u03b7\u03bb\u03ce\u03bd\u03bf\u03c5\u03bd \u03ad\u03bd\u03b1 \u00ab\u03c0\u03bf\u03b9\u03bf\u03c4\u03b9\u03ba\u03cc\u00bb \u03c0\u03c1\u03bf\u03b9\u03cc\u03bd, \u03b5\u03bd\u03ce <\/em><\/h4>\n
\u03bf\u03b9 \u03c4\u03b9\u03bc\u03ad\u03c2 \u03c0\u03bf\u03c5 \u03c4\u03b5\u03bb\u03b5\u03b9\u03ce\u03bd\u03bf\u03c5\u03bd \u03bc\u03b5 \u03c4\u03bf \u03c8\u03b7\u03c6\u03af\u03bf 9 \u03b4\u03b7\u03bb\u03ce\u03bd\u03bf\u03c5\u03bd \u03c0\u03c1\u03bf\u03c3\u03c6\u03bf\u03c1\u03ac!<\/em><\/h4>\n
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\u03a0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03bd\u03b1 \u03c1\u03af\u03be\u03c9 \u03c4\u03b9\u03c2 \u03c4\u03b9\u03bc\u03ad\u03c2 \u03bc\u03bf\u03c5 \u03bb\u03cc\u03b3\u03c9\u00a0COVID-19?<\/h4>\n
\u03a4\u03b9 \u03bc\u03c0\u03bf\u03c1\u03ce \u03bd\u03b1 \u03ba\u03ac\u03bd\u03c9 \u03b1\u03c5\u03c4\u03ae \u03c4\u03b7 \u03c3\u03c4\u03b9\u03b3\u03bc\u03ae?<\/h4>\n
\u0393\u03bd\u03c9\u03c1\u03af\u03b6\u03b1\u03c4\u03b5 \u03cc\u03c4\u03b9;<\/h3>\n
<\/h3>\n
![\"hotelising.gr](\"https:\/\/www.hotelising.gr\/wp-content\/uploads\/2020\/04\/images.png\" "\\"\\"")
\u0397 \u03b6\u03ae\u03c4\u03b7\u03c3\u03b7 \u03b5\u03af\u03bd\u03b1\u03b9 “\u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03b1\u03bd\u03b5\u03bb\u03b1\u03c3\u03c4\u03b9\u03ba\u03ae”. \u039f\u03c4\u03b1\u03bd \u03ad\u03bd\u03b1 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03bf \u03b1\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03b5\u03af \u03b5\u03c0\u03b9\u03b8\u03b5\u03c4\u03b9\u03ba\u03ae \u03c4\u03b9\u03bc\u03bf\u03bb\u03bf\u03b3\u03b9\u03b1\u03ba\u03ae \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ae, \u03c7\u03b1\u03bc\u03b7\u03bb\u03ce\u03bd\u03b5\u03b9 \u03b4\u03b7\u03bb\u03b1\u03b4\u03ae \u03c4\u03b9\u03c2 \u03c4\u03b9\u03bc\u03ad\u03c2 \u03c3\u03b5 \u03bc\u03b5\u03b3\u03ac\u03bb\u03bf \u03b2\u03b1\u03b8\u03bc\u03cc \u03ba\u03b1\u03b9 \u03b3\u03b9\u03b1 \u03bc\u03b5\u03b3\u03ac\u03bb\u03b1 \u03c7\u03c1\u03bf\u03bd\u03b9\u03ba\u03ac \u03b4\u03b9\u03b1\u03c3\u03c4\u03ae\u03bc\u03b1\u03c4\u03b1, \u03ba\u03b5\u03c1\u03b4\u03af\u03b6\u03b5\u03b9 \u03b2\u03c1\u03b1\u03c7\u03c5\u03c0\u03c1\u03cc\u03b8\u03b5\u03c3\u03bc\u03b1, \u03c0\u03b1\u03af\u03c1\u03bd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf \u03bc\u03b5\u03c1\u03af\u03b4\u03b9\u03bf \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2, \u03b1\u03bb\u03bb\u03ac \u03b4\u03b5\u03bd \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03b5\u03af\u03c4\u03b1\u03b9 \u03bd\u03ad\u03b1 \u03b6\u03ae\u03c4\u03b7\u03c3\u03b7. \u0395\u03c4\u03c3\u03b9, \u03c3\u03b5 \u03c0\u03b5\u03c1\u03b9\u03cc\u03b4\u03bf\u03c5\u03c2 \u03ba\u03c1\u03af\u03c3\u03b7\u03c2, \u03cc\u03c4\u03b1\u03bd \u03c4\u03b1 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03b1 \u03b5\u03c0\u03b9\u03bb\u03ad\u03b3\u03bf\u03c5\u03bd \u03b5\u03ba\u03c0\u03c4\u03c9\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03b1\u03c1\u03b1\u03c4\u03b7\u03c1\u03bf\u03cd\u03bc\u03b5 \u03bd\u03b1 \u03bc\u03b5\u03b9\u03ce\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b7 \u03bc\u03ad\u03c3\u03b7 \u03c4\u03b9\u03bc\u03ae \u03c3\u03c4\u03bf\u03bd \u03c0\u03c1\u03bf\u03bf\u03c1\u03b9\u03c3\u03bc\u03cc, \u03c7\u03c9\u03c1\u03af\u03c2 \u03bd\u03b1 \u03b1\u03c5\u03be\u03ac\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b7 \u03c0\u03bb\u03b7\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1 (Why Discounting Doesn’t Work, Mark Lomanno, 2004).<\/p>\n\u00a0\u03a4\u03b1 \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03b1 \u03c0\u03bf\u03c5 \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b1\u03bd \u03c3\u03c4\u03b1\u03b8\u03b5\u03c1\u03ad\u03c2 \u03c4\u03b9\u03c2 \u03c4\u03b9\u03bc\u03ad\u03c2 \u03c4\u03bf\u03c5\u03c2 \u03c3\u03b5 \u03c0\u03b5\u03c1\u03b9\u03cc\u03b4\u03bf\u03c5\u03c2 \u03ba\u03c1\u03af\u03c3\u03b7\u03c2 \u03c0\u03ad\u03c4\u03c5\u03c7\u03b1\u03bd \u03bc\u03b9\u03ba\u03c1\u03cc\u03c4\u03b5\u03c1\u03b7 \u03bc\u03b5\u03af\u03c9\u03c3\u03b7 \u03c4\u03bf\u03c5 RevPAR \u03c3\u03b5 \u03c3\u03c7\u03ad\u03c3\u03b7 \u03bc\u03b5 \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03be\u03b5\u03bd\u03bf\u03b4\u03bf\u03c7\u03b5\u03af\u03b1 (Strategic RM and the Role of Competitive Price Shifting, Cathy Enz, Linda Canina, 2012).<\/p>\n\u00a0\u0397 \u03b5\u03c0\u03af\u03c4\u03b5\u03c5\u03be\u03b7 \u03c5\u03c8\u03b7\u03bb\u03cc\u03c4\u03b5\u03c1\u03b7\u03c2 \u03bc\u03ad\u03c3\u03b7\u03c2 \u03c4\u03b9\u03bc\u03ae\u03c2 \u03b4\u03c9\u03bc\u03b1\u03c4\u03af\u03bf\u03c5 \u03bf\u03b4\u03b7\u03b3\u03b5\u03af \u03c3\u03b5 \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b7 \u03ba\u03b5\u03c1\u03b4\u03bf\u03c6\u03bf\u03c1\u03af\u03b1, \u03c3\u03b5 \u03c3\u03c7\u03ad\u03c3\u03b7 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03c5\u03c8\u03b7\u03bb\u03cc\u03c4\u03b5\u03c1\u03b7 \u03c0\u03bb\u03b7\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c3\u03b5 \u03b2\u03ac\u03c1\u03bf\u03c2 \u03c4\u03b7\u03c2 \u03bc\u03ad\u03c3\u03b7\u03c2 \u03c4\u03b9\u03bc\u03ae\u03c2 (Competitive Hotel Pricing in Uncertain Times, Linda Canina, Mark Lomanno, 2009).<\/p>\n![\"Hotelising](\"https:\/\/www.hotelising.gr\/wp-content\/uploads\/2019\/09\/slideshow-2-home-300x200.jpg\" "\\"\\"")
<\/p>\n","protected":false},"excerpt":{"rendered":"