Abstract
E-commerce platforms, leveraging vast customer databases, now possess the capability to predict demand and implement personalised pricing strategies. In highly competitive oligopolistic markets, where customer loyalty is paramount, this study explores the impact of personalised pricing on loyalty through the lens of customer ethical perception theory. Specifically, it investigates the mediating roles of perceived corporate social responsibility (CSR) and consumer ethical perceptions in this relationship. Using a survey of 110 respondents, the findings reveal that personalised pricing negatively influences perceived CSR and ethical perceptions, ultimately diminishing customer loyalty. This research extends customer ethical perception theory into the pricing domain and provides actionable insights for managers of ride-sharing platforms, highlighting the ethical and reputational risks of personalised pricing strategies.