Abstract: Reasonable service mechanism design and service pricing strategy are important regulation mechanisms to ensure the efficient operation of service enterprises. Due to the heterogeneity of customers' access to service-related information, in some service enterprises, the service providers usually adopt the classification service model, and experience service is provided for potential customers to learn about the quality of service. After trying out the experience service, they can use the newly acquired information to decide whether or not to join the queue for the regular service. Based on the service strategy, the service providers could expand the market demand and increase the revenue by attracting potential customers to purchase regular service. However, due to the limitation of service resources, the customers who cannot receive the service immediately will wait in the line, which could also lead to the loss of customers. Therefore, how to reasonably set the service strategy is the key to guarantee the service revenue of the service providers.

Key words: loss aversion; experience service; queuing model; customer classification; service pricing