基于顾客特性的服务策略研究

项目名称： 基于顾客特性的服务策略研究

项目编号： No.71201090

项目类型： 青年科学基金项目

立项/批准年度： 2013

项目学科： 管理科学与工程

项目作者： 杨柳

作者单位： 清华大学

项目金额： 22万元

中文摘要： 在服务行业大力发展和服务模式越来越精细化的今天，如何充分挖掘顾客特性，以对顾客提供更有针对性的服务，提升顾客满意度，是每个服务机构都要考虑的问题。一方面经济的发展引发了顾客更多的服务需求，另一方面资源的有限性导致服务队列的普遍存在。本课题基于排队系统，围绕顾客特性，分别研究在垄断和竞争环境下服务机构的服务模式和服务策略。具体来说，我们考察三个重要的顾客特性：顾客对于未来接受服务时等待成本的不确定性；顾客等待成本的多样性；顾客对于等待时间的参考效应和损失厌恶。针对这三个特性，我们研究服务机构如何制定相应的服务模式和服务策略：针对顾客不确定性如何设立预售服务机制；针对顾客多样性如何设定优先权机制；针对顾客对等待时间的非理性行为如何设定最佳等待时间。在此基础上，我们对服务机构在竞争环境下的服务策略展开进一步研究。希望本课题的研究既能推动这一方向学科前沿的发展，又能对服务机构的科学决策有指导意义。

中文关键词： 非理性；顾客多样性；顾客不确定性；排队论；博弈论

英文摘要： Given the growing service sector in the economy and the increasingly sophisticated service business models, it becomes critical for every service provider to offer customerized service by incorporating customer characteristics to meet user demand and increase customer satisfaction. While economic development greatly increases customers' demand for various services, the limited service resource creates widespread queues in the service industry. Our research investigates the service provider's service offering strategies by incorporating various customer characteristics in a queueing system, both in a monopoly and a competitive setting. More specifically, we consider three importment customer characteristics: customers' state-dependent waiting cost, customer heterogeneity in waiting cost, and customers' reference dependence and loss aversion behavior regarding waiting time. According to these characteristics, we analyze service provider's possible service mechanisms and the optimal strategy: how does a service provider set the advance selling strategy given that the customers' waiting cost are state-dependent? how does a service provider set the priority option according to customers' heterogeneity in waiting cost? how do service providers set the average waiting time given that customers are reference dependent a

英文关键词： Irationality；Customer Heterogeneity；Customer Uncertainty；Queueing Theory；Game Theory