产品后市场服务质量水平的动态决策模型  

A Dynamic Decision Model of Service Quality Level in Product Aftermarket

作　　者：夏宇[1] 谢家平 朱卫君 XIA Yu;XIE Jia-ping;ZHU Wei-jun(School of Management and Economics,University of Electronic Science and Technology of China,Chengdu 611731,China;College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China;School of Economics&Management,Shanghai Institute of Technology,Shanghai 201418,China)

机构地区：[1]电子科技大学经济与管理学院,四川成都611731 [2]上海财经大学商学院,上海200433 [3]上海应用技术大学经济与管理学院,上海201418

出　　处：《中国管理科学》2023年第4期101-110,共10页Chinese Journal of Management Science

基　　金：国家社会科学基金资助重点项目(20AJY008);国家社会科学基金重大资助项目(20&ZD060)。

摘　　要：产品后市场中的厂商实际提供的服务水平可能与承诺有所差异,进而影响消费者在产品市场和服务后市场中的需求。本文在此基础上分别对产品边际服务成本与服务水平相关和不相关的情况建立了服务水平决策的动态模型。通过Pontryagin极大值原理,求解并分析了产品边际服务成本与服务水平不相关时厂商的最优策略;通过数值分析,讨论了产品边际服务成本与服务水平相关时的最优策略的性质。研究表明,厂商在做出实际提供的服务水平决策时,不会考虑曾经做出的初始服务承诺,且随着时间的推移,实际提供的服务水平不断降低并在产品生命周期结束时降至最低。厂商的最优初始服务承诺是一个阈值策略,仅在产品生命周期较短时做出最高水平的服务承诺,即使如此,做出高水平服务承诺的厂商仍有动机在产品生命周期内提供较低的服务水平。The actual service levels provided by firms in the product aftermarket may be different from what were promised,which affects customer satisfaction and realized demand in both product primary market and service aftermarket.Therefore,it is worth studying the service level decisions dynamically during the whole product life cycle.In this paper,service level dynamic models are developed to investigate the firm's service level decisions during the whole product life cycle.Firms usually promise a service level before product release,but could shift to a different one in product life cycles.The difference between the actual service level and the promised service level affects customer satisfaction and realized demand.The problem when the marginal cost of service correlates and does not correlate to service level,respectively is investigated.When the marginal cost of service does not correlate to service level,the optimal strategy of the firm is solved and analyzed by Pontryagin Maximum Principle;when the marginal cost of service correlates to service level,a numerical study is performed and the properties of the optimal strategy is discussed.Our results show that when firms make decisions of the actual service level provided during the product life cycle,they will not consider their promises made in the past.With the time passes,the actually provided service level decreases and drops to the lowest level when the product life cycle ends.The optimal strategy of the initial service level promise is a threshold policy.Firms will offer the highest service level promises only if the product life cycles are short enough.On this basis,however,firms may actually provide a low service level during the product life cycle.Our work helps practitioners in making decisions on both the initially promised and the actually provided service levels during the whole product life cycle.

关 键 词：产品服务系统 服务水平 消费者满意度 极大值原理 

分 类 号：F272.3[经济管理—企业管理]