Anshu Dai, Xi Yang, Duo Yang, Ting Li, Xin Wang, Shuguang He
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In the proposed model, we combine the multinomial logit model with prospect theory to characterize customer choice behavior when presented with different EW menu options. Based on that, with the aim of maximizing the manufacturer’s profit, we can derive sets of offers, the corresponding EW service prices, and the number of included PM actions. We also introduce two additional models that account for different customer purchase scenarios. Numerical results reveal that when the manufacturer chooses to offer a unified EW menu to all customers, it is consistently more profitable to present the menu at the point of product sales. Another interesting finding is that customized EW menus designed for various customer segments do not always outperform unified ones. 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引用次数: 0
摘要
延长保修(EW)服务已成为制造商的主要利润来源。如何设计适当的延保服务,以平衡客户的用户体验和制造商的利润问题,已受到极大关注。实施预防性维护(PM)行动不仅能降低客户的生命周期成本,还能提升制造商的品牌形象。因此,与 PM 服务捆绑在一起的 EW 已出现在当今的售后市场上。为了丰富客户的选择,我们研究了与 PM 服务选项捆绑在一起的 EW 菜单设计,然后共同确定所提供菜单的 EW 价格和 PM 行动频率。在所提出的模型中,我们将多项式对数模型与前景理论相结合,描述了顾客在面对不同 EW 菜单选项时的选择行为。在此基础上,以制造商利润最大化为目标,我们可以推导出报价集、相应的 EW 服务价格以及所含 PM 操作的数量。我们还引入了两个额外的模型,以考虑不同的客户购买情况。数值结果表明,当制造商选择向所有客户提供统一的 EW 菜单时,在产品销售点提供菜单的利润始终更高。另一个有趣的发现是,为不同客户群设计的定制 EW 菜单并不总是优于统一菜单。总之,这项研究将为制造商在各种情况下选择和设计电子门店菜单提供决策依据。
Optimizing extended warranty options with preventive maintenance service under multinomial logit model
Extended warranty (EW) services have become the primary source of profit for manufacturers. How to design the appropriate EW service to balance customer user experience with the manufacturer’s profit issues has received great attention. Implementing preventive maintenance (PM) actions can not only reduce the customer’s lifecycle cost but also enhance the manufacturer’s brand image. Therefore, EW bundled with PM service has emerged in the after-sales market today. To enrich customers’ choice, we investigate the design of EW menus bundled with PM service options, and then we jointly determine EW prices and the frequency of PM actions for the provided menus. In the proposed model, we combine the multinomial logit model with prospect theory to characterize customer choice behavior when presented with different EW menu options. Based on that, with the aim of maximizing the manufacturer’s profit, we can derive sets of offers, the corresponding EW service prices, and the number of included PM actions. We also introduce two additional models that account for different customer purchase scenarios. Numerical results reveal that when the manufacturer chooses to offer a unified EW menu to all customers, it is consistently more profitable to present the menu at the point of product sales. Another interesting finding is that customized EW menus designed for various customer segments do not always outperform unified ones. Overall, this study will provide a foundation for manufacturers to make informed decisions regarding the selection and design of EW menus in various scenarios.
期刊介绍:
The European Journal of Operational Research (EJOR) publishes high quality, original papers that contribute to the methodology of operational research (OR) and to the practice of decision making.