基于顾客等待厌恶的会员制排队服务设计与差异化定价研究  

Research on service design and differential pricing of membership-based queuing service based on customers delaying aversion

作　　者：姜涛 路兴政 刘露 JIANG Tao;LU Xingzheng;LIU Lu(College of Economics and Management,Shandong University of Science and Technology,Qingdao 266590,China)

机构地区：[1]山东科技大学经济管理学院,山东青岛266590

出　　处：《管理工程学报》2023年第2期143-150,共8页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(12001329、71902105);山东省自然科学基金资助项目(ZR2019BG014)。

摘　　要：设计合理的服务机制以及制定完善的服务定价策略对于企业的发展至关重要,服务提供商通过设计合理的服务策略可以获得最优的服务收益。在会员制排队服务中,通常会存在会员顾客和非会员顾客两类顾客,服务非会员顾客势必会增加会员顾客的排队等待时间,进而引发会员顾客等待厌恶的心理。因此,本文以会员制排队服务为研究背景,针对市场中存在的会员顾客和非会员顾客,在服务提供商对两类顾客实施差异化定价时,研究会员顾客等待厌恶心理对服务提供商服务策略和服务定价的影响。结果表明,当会员顾客等待厌恶程度较小或适中时,服务提供商可以同时服务非会员顾客和会员顾客;当会员顾客等待厌恶程度较大时,服务提供商应该只服务会员顾客。此外,随着等待厌恶程度的增大,会员顾客的最优定价会先减小后增大,非会员顾客的最优定价会先保持不变后逐渐增大。本文的研究对于会员制服务提供商服务策略和服务价格的设定具有一定的指导作用和应用价值。Designing a reasonable service mechanism and formulating a complete service pricing strategy are essential to the sustainable development of an enterprise if it is to obtain the best service.Membership service is a service mechanism by which customers voluntarily join as members,enabling the organization to have long-term interactions with them.By providing member customers with various membership services(such as priority services)and preferential strategies,customer loyalty can be continually increased while obtaining service revenue.In membership-based queuing services,there are two types of customers:members and non-members.Serving non-member customers will increase the waiting time for member customers,which could incur aversion to delay in member customers.Moreover,member customers′aversion to delay will inevitably affect the average utility of customers and will further affect the service provider′s setting of service strategies and service prices.Therefore,the question of how member customers′aversion to delay affects the service provider′s service strategy and pricing mechanism is a real problem that urgently needs to be solved.Based on the current literature on membership queuing services,and by introducing the non-preemptive M/M/1 priority queuing model,this paper considers the two types of customers(members and non-members)in the market and studies the impact of member customers′aversion to delay on service strategy and service pricing when the service provider implements differential pricing for member vs.nonmember customers.We first posit that the service provider can provide two service strategies,namely strategy 1:serve only member customers,and strategy 2:serve both member and non-member customers.Furthermore,we posit that in either strategy,the service provider will ensure that all member customers can receive the service.In addition,we assume that the unit delay cost for member and non-member customers is uniformly distributed and that the service provider implements differential pric

关 键 词：会员制排队服务 顾客分类 等待厌恶 服务策略 差异化定价 

分 类 号：F224.34[经济管理—国民经济] O226[理学—运筹学与控制论]