摘要
服务努力和服务质量监控是加盟、代理服务供应链中的一个重要问题.本文考虑了一个包含品牌商、当地服务商和顾客的分布式服务链,研究了基于二元顾客满意度的激励对服务质量和品牌商收益的影响.本文导出了最优合同参数并找到激励顾客满意度能提高服务水平和品牌商收益的条件,分析了顾客满意度指标的精确程度,服务商成本和风险厌恶程度对使用这一新的激励所带来的收益大小的影响.不同于传统研究结论中顾客满意度的长期价值,本文揭示了顾客满意度指标的信息价值.并针对实际应用中,品牌商可能不愿意增加提成的问题,研究了保持现有总单位提成不变的情况下,将提成分摊到收益和顾客满意度两个指标上的激励方式,证明了这种方式依然可以提高服务水平和品牌商的效益.
A key issue in decentralized systems is how to improve agents＇ service effort （service quality）. In this paper, we consider a decentralized service chain which consists of a brand owner, a contract service provider, and customers. We design a customer satisfaction incentive mechanism which is based on customers＇ answers to a binary satisfaction survey, and investigate how this incentive affects agents＇ service quality and the brand owner＇s profit. We derive the best parameters for the customer satisfaction incentive contract and the conditions under which the service quality and brand owner＇ s profit are improved. We also analyze the im- pact of the customer satisfaction measure, survey feedback rate, the cost efficiency and risk aversion of the service provider on the brand owner＇ s profit. Because adding satisfaction incentives implies more expenses, the principal may not embrace this strategy due to the potential cost increases. To alleviate this concern, we studied a strategy in which the total commission rate is kept the same but a portion of it is reallocated to customer satisfaction measures. We prove that such a strategy also improves service quality and brand＇ s profit.
出处
《管理科学学报》
CSSCI
北大核心
2015年第8期12-19,共8页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(70971047
70172035
71371078)
教育部新世纪优秀人才支持计划资助项目(NCET-10-0382)
高等学校博士学科点专项科研基金资助项目(20110142110066)
关键词
分布式服务链
激励机制
服务质量
顾客满意度
decentralized service supply chain
incentive mechanism
service quality
customer satisfaction
作者简介
邓世名（1972-），男，湖北汉川人，教授，博士生导师．Email：dengsm@gmail．com
