竞争环境下客户服务投入对企业利润影响的均衡分析

中国管理科学 ›› 2013, Vol. 21 ›› Issue (6): 113-122.

竞争环境下客户服务投入对企业利润影响的均衡分析

郑晓娜

北京大学光华管理学院, 北京 100871

收稿日期:2013-06-05 修回日期:2013-01-04 出版日期:2013-12-29 发布日期:2013-12-23
基金资助:
国家自然科学基金资助项目（70902015，71272039）

Equilibrium Analysis of the Impact of Service Expenses on Firm Value in a Competitive Market

ZHENG Xiao-na

Guanghua School of Management, Peking University, Beijing 100871, China

Received:2013-06-05 Revised:2013-01-04 Online:2013-12-29 Published:2013-12-23

摘要/Abstract

摘要： 客户服务投入是企业吸引新顾客和维持现有顾客的重要手段之一。然而，服务投入究竟是否能给企业带来价值？对于这一问题，业界和学界都没有明确的答案。本文通过建模的方法研究在竞争的市场环境下，固有的市场因素对客户服务投入价值的影响。研究发现，服务竞争的市场均衡结构是两家厂商都投入客户服务。服务投入给企业带来的价值随着产品差异度的提高而提高，随着厂商自身市场份额的增加而增加。即，在产品差异度高的市场，服务投入更容易给企业带来价值。而在集中度高的市场，服务投入更容易给市场份额大的企业带来价值。

关键词: 服务投入, 产品差异度, 市场集中度

Abstract: Firms invest in services to attract new customers and to keep existing ones. However, it is not clear whether service expenses will improve firm profitability. Through analytical modeling, the impact of market factors on firm value in a competitive market is investigated in this paper. A deterministic demand model that captures two firms' pricing and service competition is employed and the degree of product differentiation and market concentration is incorporated. Firms' optimal decisions are compared in three scenarios: (Ⅰ) firms engage in price competition and neither invests in customer service; (Ⅱ) One firm makes decision on price and service investment and the other only on price; (Ⅲ) Both firms make price and service investment decisions simultaneously. By comparing the equilibrium profits across the three scenarios, it can be found that in equilibrium, both firms invest in customer service. In particular, the value of service expenses increases with the degree of product differentiation, and the firm's market share. That is, in a market featuring high product differentiation, service expenses will bring higher value to the firm. And in a highly concentrated market, service expenditure is more likely to create higher value for the firm with a larger market share.

Key words: service expenses, product differentiation, market concentration

中图分类号:

C931

郑晓娜. 竞争环境下客户服务投入对企业利润影响的均衡分析[J]. 中国管理科学, 2013, 21(6): 113-122.

ZHENG Xiao-na. Equilibrium Analysis of the Impact of Service Expenses on Firm Value in a Competitive Market[J]. Chinese Journal of Management Science, 2013, 21(6): 113-122.

参考文献

[1] Peters T. Quality[M]. Palo Alto, CA: TPC communications, 1986.
[2] Srinivasan R, Moorman C. Strategic firm commitments and rewards for customer relationship management in Online Retailing[J]. Journal of Marketing, 2005, 69(4): 193-200.
[3] Whiting R. CRM's realities don't match hype[J]. Information Week, 2001, (March 19): 79-80.
[4] Aral S, Brynjolfsson E, Wu D J. Which came first, IT or productivity? The virtuous cycle of investment and use in enterprise systems[R]. Working Paper, 2006.
[5] Coltman T. Why build a customer relationship management capability[J]? Journal of Strategic Information Systems, 2007, 16(3): 301-320.
[6] Minami C, Dawson J. The CRM process in retail and service sector firms in Japan: Loyalty development and financial return[J]. Journal of Retailing and Consumer Services, 2008, 15(5): 375-385.
[7] Ray G, Barney J B, Muhanna W A. Capabilities, business processes, and competitive advantage: Choosing the dependent variable in empirical tests of the resource-based view[J]. Strategic Management Journal, 2004, 25(1): 23-37.
[8] Reinartz W, Krafft M, Hoyer W D. The customer relationship management process: Its measurement and impact on performance[J]. Journal of Marketing Research, 2004, 41(3): 293-305.
[9] Srinivasan S, Hanssens D M. Marketing and firm value: Metrics, methods, findings, and future directions[J].Journal of Marketing Research, 2009, 46: 293-312.
[10] Boulding W, Staelin R, Ehret M, et al. A customer relationship management roadmap: What is known, potential pitfalls, and where to go[J]. Journal of Marketing, 2005, 69(4): 155-166.
[11] Jeuland, A P, Shugan S M. Managing channel profits[J]. Marketing Science, 1983, 2(3): 239-272.
[12] Allon G, Federgruen A. Competition in serviceindustries with segmented markets[J]. Management Science, 2009, 55(4): 619-634.
[13] Mathewson G F, Winter R A. An economic theory of vertical restraints[J]. Rand Journal of Economics, 1984, 15(1): 27-38.
[14] Perry M K, Porter R H. Can resale price maintenance and franchise fees correct sub-optimal levels of retail service[J]. Internal Journal of Industrial Organization. 1990, 8(1): 115-141.
[15] Karmarkar U S, Pitbladdo R C. Quality, class, and competition[J]. Management Science, 1997, 43(1): 27-39.
[16] Banker R D, Khosla I, Sinha K K. Quality and competition[J]. Management Science, 1998, 44(9): 1179-1192.
[17] Tsay A, Agrawal N. Channel dynamics under price and service competition[J]. Manufacturing & Service Operations Management, 2000, 2(4): 372-391.
[18] Kumar N, Ruan R. On manufacturers complementing the traditional retail channel with a direct online channel[J]. Quantitative Marketing and Economics, 2006, 4(3): 289-323.
[19] Chen K Y, Kaya M, Özer Ö. Dual sales channel management with service competition[J]. Manufacturing & Service Operations Management, 2008, 10(4): 654-675.
[20] Jin Yue, Ryan J K. Price and service competition in an outsourced supply chain[J]. Production and Operations Management, 2012, 21(2): 331-344.
[21] Li Li, Li Jiang, Liu Liming. Service and price competition when customers are naive[J]. Production and Operations Management, 2012, 21(4): 747-760.
[22] 许明辉, 于刚, 张汉勤. 具备提供服务的供应链博弈分析[J]. 管理科学学报, 2006, 9(2): 18-27.
[23] 刘向东, 郑晓娜, 雷明, 等. 制造商统一定价下的最优营销努力与渠道选择[J]. 营销科学学报, 2009, 5(2): 72-95..
[24] 林志炳, 蔡晨, 许保光.零售商竞争模型中的定价分析[J]. 中国管理科学, 2006, 14(5): 87-90.
[25] 申成霖, 侯文华, 张新鑫, 等. 基于信息更新与服务水平约束的供应链订货及协调决策[J]. 中国管理科学, 2012, 20 (5): 55-63.
[26] 张古鹏, 姜学民, 任龙. 对企业技术投资收益的模型分析[J]. 企业研究, 2006, 11: 14-16.
[27] 鲁其辉, 朱道立. 质量与价格竞争供应链的均衡与协调策略研究[J]. 管理科学学报, 2009, 12(3): 56-64.
[28] McGuire T W, Staelin R. An industry equilibrium analysis of downstream vertical integration[J]. Marketing Science, 1983, 2(2): 161-191.