Consumer decisions to repair mobile phones and manufacturer pricing policies: The concept of value leakage
Consumer decisions to repair mobile phones and manufacturer pricing policies: The concept of value leakage
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DOI：
10.1016/j.resconrec.2018.01.015
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发表时间：
2018-06
期刊：
影响因子：
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通讯作者：
M. Sabbaghi;S. Behdad
中科院分区：
文献类型：
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作者：
M. Sabbaghi;S. Behdad
移动的手机已经成为信息收集和社交交流的“必备”设备。它们在技术上是先进的，同时它们以负担得起的价格随时可以获得。这促使消费者更频繁地升级他们的移动的手机。考虑到这些因素以及缺乏方便的维修服务，移动的电话的寿命相对较短。移动的电话尽管经久耐用，但使用不足可能导致损失或价值流失。在这项研究中，提出了一种概率的方法来量化的价值泄漏，可能会发生由于消费者的决定，不修理坏的移动的手机，只是更换新的。一组208移动的手机用户进行了调查，以捕捉消费者的时间依赖性意愿支付维修服务。然后，将消费者的维修行为与制造商的维修服务定价策略相结合，计算移动的手机寿命周期内的维修或更换决策的概率。最后，总的预期泄漏风险是为消费者和制造商。为了说明的目的，示出了由于消费者决定不修理他们的破裂屏幕的移动的电话并且切换到另一个品牌，制造商可能在五年的时间内损失高达3.31亿美元。
Mobile phones have become ‘essential-to-have’ devices for information-gathering and social communication. They are being technologically advanced, while they are readily available at affordable prices. This motivates consumers to upgrade their mobile phones more frequently. Given these considerations and the lack of accessible repair services, mobile phones have a relatively short life span. The underuse of mobile phones, despite the fact that they are made durable, may result in losses or value leakage. In this study, a probabilistic approach is proposed to quantify the value leakage that may occur due to consumer’s decision to not repair broken mobile phones and simply replace them with new ones. A group of 208 mobile phone users has been surveyed to capture consumer’s time-dependent willingness-to-pay for repair services. Then, consumer’s repair behavior is combined with manufacturer’s repair service pricing strategies to calculate the probability of repair or replacement decisions over the life span of mobile phones. Finally, the total expected leakage risk is derived for both consumers and manufacturers. For illustrative purposes, it is shown that a manufacturer may lose up to 331 million dollars over a period of five years due to consumers’ decisions to not repair their cracked-screen mobile phones and switch to another brand.