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The service strategy of customer-intensive services under advertising effects
Kybernetes ( IF 2.5 ) Pub Date : 2020-12-01 , DOI: 10.1108/k-03-2020-0134
Wentao Zhan , Minghui Jiang , Chengzhang Li

Purpose

Customer-intensive services refer to the service that a provider needs to invest in customers with high patience and experience. Within a certain rate range, the slower service rate and the longer service time, the higher customer’s utility; however, this may cause queue congestion. And the advertising of service provider will affect the revenue. The purpose of this paper is to investigate the effects of advertising on the optimal price, service rate and the optimal revenue of such service provider at different development stages.

Design/methodology/approach

This paper investigates the service strategies of service provider based on advertising effects. The authors first divide service provider into insufficient customers or sufficient customers according to the development stage, then analyze the impact of advertising at different stages. The authors focus on the formulation of the optimal price, service rate and the optimal revenue of service provider at different stages.

Findings

This paper finds that in the insufficient customers stage, the service provider’s strategy of “small profits but quick turnover” is conducive to quickly accumulating customers. With the development of service provider, the advertising indirectly increases the revenue of service provider by maintaining popularity. The result also shows that with the development of service provider, the initiative of such service market has gradually been mastered by service provider, from “buyer market” to “seller market.”

Originality/value

The finding provides an alternative explanation for the impact of advertising on service provider’s optimal strategies; it also solves the settings of service price and rate of customer-intensive service provider at different development stages. This study is essential to create the optimal revenue and solve supply–demand conflicts (such as doctor–patient conflict) between service provider and customers.



中文翻译:

广告效应下客户密集型服务的服务策略

目的

客户密集型服务是指服务提供商需要投资于具有高度耐心和经验的客户的服务。在一定的费率范围内,服务费率越低,服务时间越长,客户的效用越高;但是,这可能会导致队列拥塞。并且服务提供商的广告会影响收入。本文旨在研究广告对此类服务提供商在不同发展阶段的最优价格、服务费率和最优收入的影响。

设计/方法/方法

本文研究了基于广告效应的服务提供商的服务策略。作者首先根据发展阶段将服务提供者分为不足客户或足够客户,然后分析广告在不同阶段的影响。着眼于服务提供者不同阶段的最优价格、服务费率和最优收益的制定。

发现

本文发现,在客户不足阶段,服务商“薄利多销”的策略有利于快速积累客户。随着服务商的发展,广告通过保持人气,间接增加了服务商的收入。结果也表明,随着服务商的发展,此类服务市场的主动权逐渐被服务商掌握,从“买方市场”到“卖方市场”。

原创性/价值

该发现为广告对服务提供商最佳策略的影响提供了另一种解释;它还解决了客户密集型服务提供商在不同发展阶段的服务价格和费率的设置。这项研究对于创造最佳收入和解决服务提供商和客户之间的供需冲突(例如医患冲突)至关重要。

更新日期:2020-12-01
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