We examine how channel members’ ability to recognize repeat and new customers affects service provision, profits, and welfare. In decentralized channels, when only retailers can recognize customers, customer recognition increases service levels. However, in centralized channels or decentralized channels when both manufacturers and retailers can recognize customers, customer recognition reduces (increases) service levels if service investment persists (diminishes) sufficiently over time. Moreover, in centralized channels, customer recognition reduces firm profits and consumer surplus, whereas in decentralized channels, when manufacturers and retailers can recognize customers, customer recognition increases channel members’ profits but decreases consumer surplus.

我们研究了渠道成员识别回头客和新客户的能力如何影响服务提供、利润和福利。在去中心化的渠道中，当只有零售商才能识别客户时，客户识别提高了服务水平。但是，在制造商和零售商都可以识别客户的集中式渠道或分散式渠道中，如果服务投资随着时间的推移持续（减少）足够，则客户的认可会降低（提高）服务水平。此外，在中心化渠道中，客户认可减少了企业利润和消费者剩余，而在分散渠道中，当制造商和零售商能够识别客户时，客户认可增加了渠道成员的利润，但减少了消费者剩余。