How does Customer Recognition Affect Service Provision?
时间: 2020年12月12日19: 00
腾讯会议ID: 748 509 775
Providing customer service is important for firms to acquire new customers and retain repeat customers in a competitive marketplace. As technology advances, firms can recognize customers from their purchase history data and price discriminate between repeat and new customers. Existing literature has examined how customer recognition affects firms' pricing decisions in centralized channels. In this article, we examine how customer recognition affects service provision in centralized and decentralized channels. We also assess how customer recognition affects firm profits, consumer surplus, and social welfare with endogenous service provision. We find that the implications of customer recognition depend on channel structure, which channel members have the capability of customer recognition, and the degree to which investment in service provision diminishes over time. In centralized channels, customer recognition reduces (increases) service levels if service investment persists (diminishes) sufficiently over time. In decentralized channels, when only retailers can recognize customers, service levels are higher than when retailers cannot recognize customers. However, when both manufacturers and retailers can recognize customers, service levels are lower (higher) than when they cannot recognize customers 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, channel members' profits increase while consumer surplus decreases from their levels without customer recognition.
张建强，江苏师范大学副教授，东南大学管理学博士，德克萨斯大学奥斯汀分校、印第安纳大学访问学者。曾获江苏省优秀博士学位论文，入选江苏高校“青蓝工程”优秀青年骨干教师。在Management Science、Omega、European Journal of Operational Research、International Journal of Production Research、Quantitative Marketing and Economics、Marketing Letters、Information Economics and Policy等学术期刊上发表多篇论文，担任国际、国内权威期刊的审稿人，担任国家自然科学基金项目通讯评审专家。主持国家自然科学基金项目、教育部人文社会科学项目、江苏高校哲学社会科学项目等课题。研究方向主要为运营与营销管理。