顾客满意的分类计划

IF 2.5 4区 管理学 Q3 MANAGEMENT
Forough Pourhossein, W. T. Huh, Steven M. Shechter
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引用次数: 0

摘要

有限的信息、时间或能力可能会阻止客户在做出购买决策时发挥效用最大化的作用。相反,他们会满足于一个足够好的选择;也就是说,一旦找到可接受的替代品,他们就会停止搜索并进行购买。我们将这种行为合并到分类优化问题中。尽管在分类规划中采用了不同的顾客选择建模方法,但都假设顾客是效用最大化者。我们的工作连接了分类计划和有限理性的研究流,特别是令人满意的行为。此外,我们为顾客的搜索预算定义了一个限制,即顾客在检查了一定数量的商品后不购买而离开。这一假设为分类规划文献带来了一个新的视角,使我们能够捕捉到选择过载效应。我们证明了企业寻找最优组合的问题是np困难的。我们进一步建立了最优决策的某些结构性质,使我们能够将模型重新表述为混合整数规划。在错误地假设顾客是效用最大化者的情况下,我们分析地得出了公司预期利润损失百分比的严格上限。对于较大的实例,我们采用数值方法来确定损失。我们的研究结果表明,在那些处理满意客户的公司中,提供低介入产品的公司,如果忽视这种行为,更有可能面临巨大的利润损失。补充材料:电子伴侣可在https://doi.org/10.1287/deca.2022.0063上获得。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Assortment Planning with Satisficing Customers
Limited information, time, or capacity may prevent customers from acting as utility maximizers when making purchase decisions. Rather, they would settle for a good enough option; that is, they stop searching and make a purchase as soon as they find an acceptable alternative. We incorporate this behavior in an assortment-optimization problem. Whereas different approaches to modeling customer choice are adopted in assortment planning, all assume customers are utility maximizers. Our work bridges the research streams of assortment planning and bounded rationality, particularly satisficing behavior. In addition, we define a limit for the search budget of customers, in which customers leave without purchase after examining a certain number of items. This assumption brings a new perspective to the assortment-planning literature, enabling us to capture the choice-overload effect. We prove that the firm’s problem of finding the optimal assortment is NP-hard. We further establish certain structural properties of the optimal decision, which allows us to reformulate the model as a mixed-integer program. We analytically derive a tight upper bound on the percentage loss in the firm’s expected profit for small instances when it assumes incorrectly that customers are utility maximizers. For larger instances, we take a numerical approach to determine the loss. Our results indicate that firms offering low-involvement products, among those dealing with satisficing customers, are more likely to face substantial profit loss if they ignore this behavior. Supplemental Material: The e-companion is available at https://doi.org/10.1287/deca.2022.0063 .
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来源期刊
Decision Analysis
Decision Analysis MANAGEMENT-
CiteScore
3.10
自引率
21.10%
发文量
19
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