顾客异质性下基于服务环境的服务商最优决策研究  

The optimal decision-making of service providers based on service environment under customer heterogeneity

作　　者：詹文韬 姜明辉[1] 王雪平 李城璋 欧阳晨璐 ZHAN Wentao;JIANG Minghui;Wang Xueping;LI Chengzhang;OUYANG Chenlu(School of Management,Harbin Institute of Technology,Harbin,Heilongjiang 150006,China;Research Center of China Special Economic Zone,Shenzhen University,Shenzhen 518000,China)

机构地区：[1]哈尔滨工业大学经济与管理学院,黑龙江哈尔滨150006 [2]深圳大学中国经济特区研究中心,深圳518000

出　　处：《管理工程学报》2024年第6期261-274,共14页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金重点项目(71831005);国家自然科学基金青年基金项目(71502044)。

摘　　要：服务环境是现代服务管理中的重要内容。优质的服务环境能提高顾客对服务的感知,缓弱顾客在排队中的焦虑心理,但也需要服务商花费成本加以维护。本文基于服务环境对于顾客延迟成本的影响,以及异质性顾客可能存在的不公平感知,采用单服务台(M/M/1)排队模型,对最优服务环境强度以及额外服务环境价格的制定进行研究。通过顾客到达率函数建立顾客需求与等待时间、服务环境、价格之间的对应关系,并根据短期、长期内的顾客行为,本文构建了关于服务环境与价格的利润函数。研究表明,当额外服务环境不可观测时,服务商能获得较高的稳定利润;而一旦额外服务环境可观测,普通顾客存在的不公平感知将会造成服务商利润下降。因此在短期运营中,服务商的利润相比于不可观测系统将会降低;然而在长期经营中,随着普通顾客消费观念的转变,服务商可以获得高于不可观测系统的最优利润。本文研究对服务环境以及相应的价格制定问题具有重要的理论指导意义和现实应用价值。The contribution of service industry to economy is remarkable,so how to promote the stable development of service industry is of concerned to the society.Service providers attract customers and enhance market competitiveness through various means of operation and publicity.Among them,providing high-quality service environment is a common way for service providers to attract customers.This is because high-quality service environment can enhance customers′perception of service and reduce their anxiety in the process of queuing,which is conducive to improving customers′satisfaction with service and shopping rate.However,the highquality service environment is not open to all customers in the actual service operation,for example,some service providers use the way of extra pricing to sell this extra service environment.Not only that,the observability of the service environment,as well as different operational cycles,will have an impact on the decision of the service provider.Therefore,this paper mainly focuses on the following three problems:1)How should service providers set the optimal intensity and price of extra service environment under different situations?2)How will the observability of the extra service environment affect service provider′s profits?3)How to gain more profits in the long-term operation process?The solution of these problems has important theoretical and practical significance for the formulation of service environment and corresponding price.In order to solve the above problems,this paper adopts M/M/1 queuing model to investigate the intensity of the extra service environment,extra price and optimal profit of the service provider based on the changes of customers′perceived utility in the service environment.Since customers′perception of service environment is complex,but customers differ only in whether they buy or not,we only consider the two types of customers,environment-preferred type and ordinary type,and assume that each type of customers will follow the consumption behavior expe

关 键 词：服务环境 排队理论 不公平规避 决策优化 

分 类 号：C934[经济管理—管理学]