Pricing and Queuing Mechanism Design is critical to enterprise operations.The enterprises often adopt classification of services through setting priority due to the different waiting cost of customer. While, the regular customers will get unfairness aversion psychology because their waiting time is longer (W2>W1) than the waiting time of priority customers. The innovation of this paper is that the above unfairness aversion psychology is conidered that caused by comparison will bring negative service utility α(W2-W1) for regular customers and change their service utility, which caues the flow of customers (customers select the regular service or priority service based on their total service utility) and influencing the enterprise revenue and social cost. In this paper, the relations between customer unfairness aversion psychology(use unfairness aversion parameter α to denote) and enterprise revenue and social cost are studied,respectively.On the basis, whether the monopolistic service enterprises should adopt priority services and the service pricing is discussed. By optimizing the objective functions and analyzing the relationship between the unfairness aversion parameter and the optimized results, following conclusions are drawn.From the perspective of enterprise revenue maximizing or social cost minimizing, enterprises should adopt the classification of services and charge priority service fee when unfairness aversion psychology is weaker. When unfairness aversion psychology is stronger, from the perspective of enterprise revenue maximizing, to retain only priority customers and charge priority service fee is optimal. From the perspective of social cost minimizing, the enterprises should cancel the classification of services, retain only regular customers and charge no priority service fee. Enterprise managers can consider the above management insights as a reference and choose the optimal service mechanism and pricing strategy with the change of customer unfairness aversion psychology.
LIU Jian, ZHAO Hong-kuan, LIU Si-feng
. A Study of Service Pricing with Unfairness Averse Customers[J]. Chinese Journal of Management Science, 2018
, 26(2)
: 46
-53
.
DOI: 10.16381/j.cnki.issn1003-207x.2018.02.005
[1] 许剑毅. 2015年服务业引领国民经济稳步发展.[2016-03-10].http://www.gov.cn/xinwen/2016-03/10/content_5051710.htm.
[2] 陈妍,周文慧,华中生,等. 面向延时敏感患者的转诊系统定价与能力规划.管理科学学报,2015,18(4):74-83.
[3] Ibrahim R, Armony M, Bassamboo A. Does the past predict the future? The case of delay announcements in service systems.Management Science, 2016,63(6):1762-1780.
[4] 程春玲,王颖,张登银. 云计算中基于动态阈值的服务器唤醒策略.系统工程与电子技术, 2015,37(6):1438-1445.
[5] 程元军, 罗利. 基于排队论和整数规划的银行柜员弹性排班模型. 管理学报, 2010, 07(10):1558-1565.
[6] 曾庆成, 陈文浩, 胡祥培,等. 集装箱码头外部集卡预约优化模型与算法.中国管理科学, 2015, 23(10):125-130.
[7] 徐立, 李庆民, 阮旻智. 具备有限维修能力的舰船编队保障方案优化.系统工程与电子技术, 2014, 36(11):2226-2232.
[8] 周文慧, 黄伟祥, 吴永忠,等. 提高顾客等待满意度的两类排队管理策略[J]. 管理科学学报, 2014, 17(4):1-10.
[9] Rafaeli A,Kedmi E,Vashdi D,et al. Queues and fairness:A multiple study experimental investigation[R].(Technical Report) Technion-Israel Institute of Technology, 2005.
[10] Stanford D A. Waiting and interdeparture times in priority queues with poisson and general-arrival streams[J]. Operations Research,1995,45(5):725-735.
[11] Gavirneni S,Kulkarni V G. Self-selecting priority queues with burr distributed waiting costs[J].Production and Operations Management, 2016, 25(6):979-992.
[12] Gavirneni S,Kulkarni V. Concierge medicine applying rational economicsto health care queuing[J].Cornell Hospitality Quarterly, 2014,55(3):314-325.
[13] Wang Jianfu, Baron O, Scheller-Wolf A. M/M/c queue with two priority classes.Operations Research, 2015, 63(3):733-749.
[14] Yang Luyi., Debo L G, Gupta V. Trading time in a congested environment.Management Science, 2016, 63(7):2377-2395.
[15] Kleinrock L. Optimum bribing for queue position. Operations Research,1967,15(2):304-318.
[16] Haflzo?lu A B, Gel E S, Plnar K. Price and lead time quotation for contract and spot customers. Operations Research, 2016,64(2):406-415.
[17] Garton A, Daly J H. How do delay announcements shape customer behavior? An empirical study. Management Science, 2016,6(4):195-200.
[18] Avi-Itzhak B,Levy H,Raz D. Quantifying fairness in queuing systems:Principles, approaches, and applicability. Probability in the Engineeringand Information Sciences,2008,22(4):495-517.
[19] Raz D,Levy H,Avi-Itzhak B. Class prioritization and server dedication in queueing systems:Discrimination and fairness aspects[J]. Performance Evalution,2010,67(4):235-247.
[20] Sandmann W. Quantitative fairness for assessing perceived service quality in queues[J]. Operational Research, 2013,13(2):153-186.
[21] 阎崇军,唐加福,姜博文,等. 考虑患者选择和公平性的序列预约调度方法.系统工程学报,2014,29(1):105-112.
[22] Geng Xin,Huh W T,Nagarajan M. Fairness among servers when capacity decisions are endogenous[J]. Production and Operations Management, 2015,24(6):961-974.
[23] Larson R C. Perspectives on queues:Social justice and the psychology of queueing[J].Operations Research,1987,35(6):895-905.
[24] Gross D,Harris C M. Fundamentals of queueing theory(Third Edition)[M]. New York:Wiley, 2008.
