服务管理中承诺服务完成时间和服务按时完成率的决策

项目名称： 服务管理中承诺服务完成时间和服务按时完成率的决策

项目编号： No.70801016

项目类型： 青年科学基金项目

立项/批准年度： 2009

项目学科： 交通运输

项目作者： 尚蔚鑫

作者单位： 复旦大学

项目金额： 17万元

中文摘要： 在近年来的服务企业营销中,我们发现大量企业把承诺服务完成时间作为一个重要的营销指标,并通过承诺比较短的服务完成时间来吸引顾客。一方面,越短的承诺服务完成时间能吸引越多的顾客;另一方面,如果没有追加资源投入,那么随之而造成的服务按时完成率的降低会造成顾客流失。因此,如何科学的管理资源投入以及制定承诺服务完成时间和服务按时完成率在服务管理中格外重要。此外,当前服务业中众多企业所面临的强竞争环境,使得科学的决策更加困难。目前,国际学术界已经讨论了承诺服务完成时间和服务按时完成率在服务业营销中的重要性,并定性的研究了这些指标如何影响顾客的购买行为。但是，这些研究还没有深入到在竞争环境中具体如何科学的投入资源和制定基于时间的营销决策。我们通过研究得到一些比较深入的定量理论结果,为服务企业的决策提供科学的理论依据。项目负责人以第一作者在国际顶级管理学期刊Management Science上发表了论文一篇；参加了2009年在美国MIT举办的运营管理领域质量最高的MSOM年会、并做了大会报告；2011年受基金委管理一处邀请，参加了青年基金项目交流会并作了大会报告。

中文关键词： 服务管理；竞争；承诺服务完成时间；服务按时完成率；博弈论

英文摘要： We observe a shift in marketing strategy in recent years: More and more companies offer promised delivery time (PDT), and use short PDT to compete for customers. One the one hand, shorter PDT will attract more customers; on the other hand, the corresponding deterioration in quality of service (QoS) measured by on-time delivery rate without further capacity investment will lead to loss of customers. Hence, it is very important to make capacity decision and marketing decisions in PDT and QoS for service companies. Besides, the highly competitive business environment makes the decision making more challenging. Now the research community has verified the importance of PDT and QoS in markeing practice, and discussed how PDT and QoS affect consumer choice behaviors qualitatively. However, how to make both strategic capacity decision and marketing decisions in PDT and QoS in a competitive market has not been discussed. We study this time-based competition and decision making on a quantitative basis, and provide some guidance for decision making in service companies. The principal investigator has published one paper in flagship journal Management Science as the first author; He attaneded MSOM (a prestigious conference in OM) 2009 conference in MIT and presented this work; He was invitated by NSFC the department of Management Science to attend the experience sharing conference for NSFC youth fund holders, and gave a keynote speech.

英文关键词： by;):Service Management; Competition; Promise Delivery Time; On-Time Delivery Rate; Game Theory