While Virgin America has just begun flying in the U.S. On August 8, 2007, this last aspect of service pricing strategy is relatively new, yet the company has a very successful track record with global flights on Virgin Airways using this strategy. In summary, the three key ways in which service prices are different for consumers include the use of service pricing on the part of services providers (in this case Virgin America) to optimize pricing for given markets and audiences (charter vs. full faire), define services segmentation while underscoring their UVP, and lastly incent greater levels of loyalty over time through pricing that invites self-efficacy on the part of their customers.
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