Abstract: Under the background of digital transformation, the service industry is increasingly adopting an "online-offline" dual-channel service operation model, which reduces customer waiting time and improves service efficiency. However, the lack of transparency in online channels affects the matching between products/services and customer needs, and the existence of online channels reduces the experience of offline customers, leading to a sense of unfairness among them. From the perspective of customer waiting time, this paper studies the impact of product/service-market fit and customer fairness preferences on the utility of dual-channel customers, taking into account the cloud queuing behavior (remote waiting) of online customers. By maximizing the utility of online customers, the optimal arrival time for online customers is derived. Based on this result, a comparison of utility between online and offline customers is conducted. Depending on the degree of product/service-market fit and the parameter of customer unfairness aversion, the dual-channel queuing service is further divided into three modes: online customer dominance, offline customer dominance, and mutual non-dominance, with implementation conditions for each mode specified. Finally, the game behavior of customers regarding whether to choose the service under different service modes is analyzed, and the enterprise profit function is maximized, revealing the optimal choices of customers and the optimal pricing for the enterprise. The research indicates that: 1) For products/services with high matching degree or high promotional authenticity, a dual-channel operation is better suited to an online-customer-dominant model, as this approach is more conducive to achieving digitalization in promotion and service delivery; 2) For products/services with moderate matching degree or low promotional authenticity, the choice of dual-channel operation mechanism is significantly influenced by inequity aversion: if the customer group has a strong perception of unfairness, an offline-dominant mode is more appropriate; conversely, an online-dominant or mutual non-dominant mode is preferable; 3) Under a dual-channel queuing service mechanism, corporate pricing is generally lower than in traditional single-channel models, though no consistent pattern is observed in corporate profits.

Key words: Market matching degree, Fairness sensitivity, Cloud queuing, Customer advantage, Enterprise pricing