| 付费抑或免费模式下等待区增值服务运营决策 |
| Operation decision of waiting area value-added service under paid or free mode |
| 摘要点击 6 全文点击 0 投稿时间：2024-04-09 修订日期：2025-03-17 |
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| 中文关键词 等待区增值服务；定价；社会互动；决策制定 |
| 英文关键词 Waiting Area value-added Service; Pricing; Social interaction; Decision-making |
| 基金项目 国家自然科学基金项目（面上项目，重点项目，重大项目） |
| 作者 | 单位 | 邮编 | | 詹文韬 | 哈尔滨工业大学 | 150001 | | 姜明辉 | 哈尔滨工业大学 | | | 李蔚峰 | 哈尔滨工业大学 | | | 袁绪川 | 新加坡社科大学 | | | 刘纪达* | 哈尔滨工业大学 | 150001 |
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| 中文摘要 |
| 等待区增值服务（Waiting Area value-added Service, WAS）能够显著提升顾客在等待过程中的体验，提高服务价值。本文基于排队理论构建了服务商运营WAS的决策模型，探讨了在付费或免费模式下的最优决策，并分析了社会互动对决策和模式选择的影响。研究发现，当顾客群体对社会互动敏感时，服务商应提供更高水平的WAS以减少顾客的等待成本，从而增加顾客效用。如果服务商忽略社会互动效应，WAS水平可能较低。然而，无论是付费模式还是免费模式，随着顾客对WAS敏感度的提高，服务商并不总是需要提高WAS水平。相反，当敏感度较高时，降低WAS水平反而能够带来更高利润。此外，研究表明，当市场中大多数顾客对WAS较为敏感时，服务商采取免费的WAS运营模式，通过提供更高水平的WAS和价格来获得高利润。而社会互动效应的增强促使服务商更倾向于选择免费模式。但如果市场上不敏感的顾客较少且倾向于WAS的顾客较多时，服务商应采取付费模式。在这种情况下，无论是单独销售WAS还是捆绑销售，服务商的决策和利润相同。本研究为服务商根据不同市场情形选择WAS的运营模式提供了理论依据。 |
| 英文摘要 |
| The Waiting Area Value-added Service (WAS) can significantly enhance customers' experience during the waiting, thereby increasing service value. This paper constructs a decision-making model for service providers operating WAS based on queuing theory, exploring optimal decisions under paid or free modes and analyzing the impact of social interaction on decision-making and mode selection. The study finds that when customers are sensitive to social interaction, service providers should offer a higher WAS level to reduce customers' waiting costs, thereby increasing utility. If service providers neglect the social interaction effects, the WAS level may be lower. However, regardless of whether it is a paid or free mode, as customers' sensitivity to WAS increases, service providers do not always need to raise the WAS level. On the contrary, when sensitivity is high, lowering the WAS level can lead to higher profits. Additionally, the research indicates that when most customers in the market are sensitive to WAS, service providers should adopt a free WAS operation mode, offering higher WAS levels and pricing to achieve high profits. The enhancement of social interaction effects tends to make service providers prefer the free mode. However, if the market has fewer insensitive customers and more customers inclined toward WAS, service providers should adopt a paid mode. In this case, whether selling WAS alone or bundling it with other services, the service provider's decisions and profits remain the same. This study provides a theoretical basis for service providers to choose the appropriate WAS operation mode according to different market situations. |
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