Customer loyalty and supplier quality competition

被引：108

作者：

Gans, N ^{[1
]}

机构：

[1] Univ Penn, Wharton Sch, OPIM Dept, Philadelphia, PA 19104 USA

来源：

MANAGEMENT SCIENCE | 2002年 / 48卷 / 02期

关键词：

customer loyalty; quality competition; Bayesian bandit;

D O I：

10.1287/mnsc.48.2.207.256

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

We develop a model of customer choice in response to random variation in quality The choice model yields closed-form expressions which reflect the effect of competing suppliers' service quality on the long-run fraction of purchases a customer makes at the various competitors. We then use the expressions as the basis of simple normative models for suppliers seeking to maximize their long-run average profits. The results provide insight into the effect of switching behavior on the service levels offered by competing suppliers.

引用

页码：207 / 221

页数：15

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