Pricing, Frills, and Customer Ratings
Pricing, Frills, and Customer Ratings
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DOI：
10.1287/mksc.1100.0571
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发表时间：
2010-09-01
影响因子：
5
通讯作者：
Xie, Ying
中科院分区：
文献类型：
--
作者：
Kuksov, Dmitri;Xie, Ying
本文探讨了一个公司是否应该以及如何调整其战略，鉴于消费者使用事先的客户评级。具体来说，我们考虑最佳定价以及公司是否应该为早期客户提供意想不到的装饰，以增强他们的产品体验。我们发现，如果价格的历史是未观察到的消费者，一个前瞻性的企业应该始终修改其战略，从单期最优的，但它可能是最优的，这样做，通过降低价格，通过降低价格和提供装饰，或通过提高价格和提供装饰，这取决于市场的增长率。当市场增长率足够高时，最后一种策略成为最优策略。当消费者观察价格历史时，结果是相似的，除了当市场增长足够低时，没有偏离单期利润最大化的选择是最优的。我们还分析了公司是否应该更喜欢在消费者评论中说明价格信息或将其排除在外。此外，在考虑消费者异质性的影响，我们的结论是，最佳公司的努力，影响评级时，消费者的不确定性的特质部分较大。
This paper explores whether and how a firm should adapt its strategy in view of consumer use of prior customer ratings. Specifically, we consider optimal pricing and whether the firm should offer an unexpected frill to early customers to enhance their product experiences. We show that if price history is unobserved by consumers, a forward-looking firm should always modify its strategy from single-period optimal one, but it may be optimal to do so by lowering price, by lowering price and offering frills, or by raising price and offering frills, depending on the market growth rate. Specifically, the last strategy becomes optimal when market growth rate is high enough. The results are similar when the price history is observed by consumers, except that no deviation from single-period profit maximization choices is optimal when market growth is low enough. We also analyze whether the firm should prefer that the price information be stated in or left out of consumer reviews. In addition, in considering the effects of consumer heterogeneity, we conclude that the optimal firm's effort to affect ratings is higher when the idiosyncratic part of consumer uncertainty is larger.