How Service Quality Variability Hurts Revenue When Customers Learn: Implications for Dynamic Personalized Pricing
How Service Quality Variability Hurts Revenue When Customers Learn: Implications for Dynamic Personalized Pricing
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当客户了解时，服务质量变化如何影响收入：动态个性化定价的影响
DOI：
10.2139/ssrn.3082370
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发表时间：
2020
期刊：
影响因子：
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通讯作者：
Jordan D. Tong
中科院分区：
文献类型：
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作者：
Gregory A. DeCroix;Xiaoyang Long;Jordan D. Tong
大多数服务设置都涉及到客户体验质量的某种程度的可变性。本文分析了一种未被充分研究的机制，通过这种机制，当客户不知道真正的服务质量，而是根据他们的经验随着时间的推移了解质量时，这种可变性会减少公司的收入。从本质上讲，客户在经历了不寻常的糟糕体验后，会被低质量的意见和低购买可能性所困。然而，在经历了不寻常的好经历之后，高质量的意见很快就会被纠正。作者指出，动态定价有助于缓解这种影响。具体地说，如果企业可以设定个人价格，使每个顾客都能感受到相同的剩余，那么可变性的影响就完全消除了。他们还证明，类似于实践中观察到的更简单的启发式方法（需要更少的信息和定价灵活性）可以部分减轻收入损失。
Most service settings involve some degree of variability in the quality of customers’ experiences. An understudied mechanism is analyzed by which this variability can reduce firm revenues when customers do not know true service quality but rather learn about that quality over time based on their experiences. Essentially, customers get stuck with low-quality opinions and low purchase likelihoods after unusually bad experiences. However, high-quality opinions after unusually good experiences are quickly corrected. The authors show that dynamic pricing can help mitigate this effect. Specifically, if the firm can set individual prices so that each customer perceives the same surplus, then the variability impact is entirely eliminated. They also demonstrate that simpler heuristics similar to those observed in practice (requiring less information and pricing flexibility) can partially mitigate the revenue loss.
DOI：
10.2139/ssrn.2579462
发表时间：
2015-03
期刊：
Revenue & Yield Management eJournal
影响因子：
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作者：
Xi Chen;Zachary Owen;Clark Pixton;D. Simchi-Levi
通讯作者：
Xi Chen;Zachary Owen;Clark Pixton;D. Simchi-Levi
DOI：
10.2139/ssrn.3127719
发表时间：
2018-10
期刊：
Operations Research eJournal
影响因子：
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作者：
Adam N. Elmachtoub;Vishal Gupta;Michael L. Hamilton
通讯作者：
Adam N. Elmachtoub;Vishal Gupta;Michael L. Hamilton