Self‐Service Operations at Retail Stores: The Role of Inter‐Customer Interactions

Inter‐customer interactions are important to the operation of self‐services in retail settings. More specifically, when self‐service terminals are used as part of customers’ checkout processes in retail operations without the explicit involvement of retailers as the direct service providers, inter‐customer interactions become a significant managerial issue. In this article, we examine the impact of inter‐customer interactions at retail self‐service terminals on customers’ service quality perceptions and repeat purchase intentions at retail stores. We conduct a scenario‐based experimental design (N = 674) using a 2 × 2 factorial design in which inter‐customer interactions are divided into “positive” vs. “negative” and occur during the “waiting” or during the actual “transaction” stages of self‐services at a retail store. We use attribution theory to develop the hypotheses. The results demonstrate that, through their interactions, fellow customers can exert influences on a focal customer's quality perceptions and repeat purchasing intentions toward a retail store. Furthermore, these influences were impacted by how customers attribute blame or assign responsibility toward the retail store. Service operations managers should leverage these interactions by designing into self‐service settings the capacities and interfaces that are best suited for customers’ co‐production of their self‐service experiences.     

The Impact of Revenue‐Maximizing Priority Pricing on Customer Delay Costs

Speed is an increasingly important determinant of which suppliers will be given customers' business and is defined as the time between when an order is placed by the customer and when the product is delivered, or as the amount of time customers must wait before they receive their desired service. In either case, the speed a customer experiences can be enhanced by giving priority to that particular customer. Such a prioritization scheme will necessarily reduce the speed experienced by lower‐priority customers, but this can lead to a better outcome when different customers place different values on speed. We model a single resource (e.g., a manufacturer) that processes jobs from customers who have heterogeneous waiting costs. We analyze the price that maximizes priority revenue for the resource owner (i.e., supplier, manufacturer) under different assumptions regarding customer behavior. We discover that a revenue‐maximizing supplier facing self‐interested customers (i.e., those that independently minimize their own expected costs) charges a price that also minimizes the expected total delay costs across all customers and that this outcome does not result when customers coordinate to submit priority orders at a level that seeks to minimize their aggregate costs of priority fees and delays. Thus, the customers are better off collectively (as is the supplier) when the supplier and customers act independently in their own best interests. Finally, as the number of priority classes increases, both the priority revenues and the overall customer delay costs improve, but at a decreasing rate.     

Static and Dynamic Pricing of Excess Capacity in a Make‐to‐Order Environment

We consider a make‐to‐order manufacturer that serves two customer classes: core customers who pay a fixed negotiated price, and “fill‐in” customers who make submittal decisions based on the current price set by the firm. Using a Markovian queueing model, we determine how much the firm can gain by explicitly accounting for the status of its production facility in making pricing decisions. Specifically, we examine three pricing policies: (1) static, state‐independent pricing, (2) constant pricing up to a cutoff state, and (3) general state‐dependent pricing. We determine properties of each policy, and illustrate numerically the financial gains that the firm can achieve by following each policy as compared with simpler policies. Our main result is that constant pricing up to a cutoff state can dramatically outperform a state‐independent policy, while at the same time achieving most of the increase in revenue achievable from general state‐dependent pricing. Thus, we find that constant pricing up to a cutoff state presents an attractive tradeoff between ease of implementation and revenue gain. When the costs of policy design and implementation are taken into account, this simple heuristic may actually out‐perform general state‐dependent pricing in some settings.     

Revenue Management with End‐of‐Period Discounts in the Presence of Customer Learning

Consider a firm that sells identical products over a series of selling periods (e.g., weekly all‐inclusive vacations at the same resort). To stimulate demand and enhance revenue, in some periods, the firm may choose to offer a part of its available inventory at a discount. As customers learn to expect such discounts, a fraction may wait rather than purchase at a regular price. A problem the firm faces is how to incorporate this waiting and learning into its revenue management decisions. To address this problem we summarize two types of learning behaviors and propose a general model that allows for both stochastic consumer demand and stochastic waiting. For the case with two customer classes, we develop a novel solution approach to the resulting dynamic program. We then examine two simplified models, where either the demand or the waiting behavior are deterministic, and present the solution in a closed form. We extend the model to incorporate three customer classes and discuss the effects of overselling the capacity and bumping customers. Through numerical simulations we study the value of offering end‐of‐period deals optimally and analyze how this value changes under different consumer behavior and demand scenarios.     

Foundations and Implications of a Proposed Unified Services Theory

Diverse businesses, such as garbage collection, retail banking, and management consulting are often tied together under the heading of “services”, based on little more than a perception that they are intangible and do not manufacture anything. Such definitions inadequately identify managerial and operational implications common among, and unique to, services. We present a “Unified Services Theory” (UST) to clearly delineate service processes from non‐service processes and to identify key commonalities across seemingly disparate service businesses. The UST defines a service production process as one that relies on customer inputs; customers act as suppliers for all service processes. Non‐services (such as make‐to‐stock manufacturing) rely on customer selection of outputs, payment for outputs, and occasional feedback, but production is not dependent upon inputs from individual customers. The UST reveals principles that are common to the wide range of services and provides a unifying foundation for various theories and models of service operations, such as the traditional “characteristics of services” and Customer Contact Theory. The UST has significant operational corollaries pertaining to capacity and demand management, service quality, services strategy, and so forth. The UST provides a common reference point to which services management researchers can anchor future theory‐building and theory‐testing research.     

TIME‐BASED PRICING AND LEADTIME POLICIES FOR A BUILD‐TO‐ORDER MANUFACTURER

We studied time‐based policies on pricing and leadtime for a build‐to‐order and direct sales manufacturer. It is assumed that the utility of the product varies among potential customers and decreases over time, and that a potential customer will place an order if his or her utility is higher than the manufacturer's posted price. Once an order is placed, it will be delivered to the customer after a length of time called “leadtime.” Because of the decrease in a customer's utility during leadtime, a customer will cancel the order if the utility falls below the ordering price before the order is received. The manufacturer may choose to offer discounted prices to customers who would otherwise cancel their orders. We discuss two price policies: common discounted price and customized discounted price. In the common discounted price policy, the manufacturer offers a single lower price to the customers; in the customized discounted price policy, the manufacturer offers the customers separately for individual new prices. Our analytical and numerical studies show that the discounted price policies results in higher revenue and that the customized discounted price policy significantly outperforms the common discounted price policy when product utility decreases rapidly. We also study two leadtime policies when production cost decreases over time. The first uses a fixed leadtime, and the second allows the leadtime to vary dynamically over time. We find that the dynamic leadtime policy significantly outperforms the fixed leadtime policy when the product cost decreases rapidly.     

Using Frontier Portfolios to Improve Make‐to‐Order Operations

Make‐to‐order (MTO) manufacturers face a common problem of maintaining a desired service level for delivery at a reasonable cost while dealing with irregular customer orders. This research considers a MTO manufacturer who produces a product consisting of several custom parts to be ordered from multiple suppliers. We develop procedures to allocate orders to each supplier for each custom part and calculate the associated replenishment cost as well as the probability of meeting the delivery date, based on the suppliers' jobs on hand, availability, process speed, and defective rate. For a given delivery due date, a frontier of service level and a replenishment cost frontier are created to provide a range of options to meet customer requirements. This method can be further extended to the case when the delivery due date is not fixed and the manufacturer must “crash” its delivery time to compete for customers.     

An Analysis of Dual‐Kanban Just‐In‐Time Systems in a Non‐Repetitive Environment

Recent advances in approaches and production technologies for the production of goods and services have made just‐in‐time (JIT) a strong alternative for use in intermittent and small batch production systems, especially when time‐based competition is the norm and a low inventory is a must. However, the conventional JIT system is designed for mass production with a stable master production schedule. This paper suggests supplementing the information provided by production kanbans with information about customer waiting lines to be used by operators to schedule production in each work‐station of intermittent and small batch production systems. This paper uses simulation to analyze the effect of four scheduling policy variables—number of kanbans, length of the withdrawal cycle, information about customer waiting lines, and priority rules on two performance measures—customer wait‐time and inventory. The results show that using information about customer waiting lines reduces customer wait‐time by about 30% while also reducing inventory by about 2%. In addition, the effect of information about customer waiting lines overshadows the effect of priority rules on customer wait‐time and inventory.     

Models for investment in electronic commerce—financial perspectives with empirical evidence

Electronic Commerce (“eCommerce”) is a concept for trade based upon products and services that are being marketed, contracted, and paid for over the Internet. Consequently, electronic commerce demands for the investment in computer systems, marketing, logistics and payments.This paper will develop conditions for profitable investments in eCommerce with a special focus on outlays for information technology systems and sales management. If the services are made more standardized, if they do not change that often, or if they are well known to the customers so that there is little need for supplementary information, then the less costly will the information technology system become. The investment in marketing depends on how well known the brand name is to the customer. eCommerce firms “Born on the Net” have to spend substantially more resources on marketing than firms that “Move to the Net”.These investments may be seen as parts of a process, which aims to generate larger revenues to the firm, better services to the customers, a more efficient logistic system, and lower payment costs. A financial perspective is taken, where investment outlays for web services and marketing are balanced to cost savings when serving existing customers and net revenues from the generation of new customers. This financial approach is applied to five case studies from the sectors of capital goods, financial services, food, ornamental horticulture, and books and stationeries, where the given background from practice and conditions for success are developed in terms of a customer-base, margins, and sales growth. It is demonstrated that an existing customer base offline reduces the need for a marketing that is costly. It is also shown that a combination of services online and offline improves customer services and increases the extension of repeat purchases.     

Self‐Selecting Priority Queues with Burr Distributed Waiting Costs

Service providers, in the presence of congestion and heterogeneity of customer waiting costs, often introduce a fee‐based premier option using which the customers self‐segment themselves. Examples of this practice are found in health care, amusement parks, government (consular services), and transportation. Using a single‐server queuing system with customer waiting costs modeled as a Burr Distribution, we perform a detailed analysis to (i) determine the conditions (fees, cost structure, etc.) under which this strategy is profitable for the service provider, (ii) quantify the benefits accrued by the premier customers; and (iii) evaluate the resulting impact on the other customers. We show that such self‐selecting priority systems can be pareto‐improving in the sense that they are beneficial to everyone. These benefits are larger when the variance in the customer waiting costs is high and the system utilization is high. We use income data from the poorest and richest areas (identified by zipcode) in the United States along with the countrywide income distribution to illustrate our results. Numerical results indicate that planning for a 20–40% enrollment in the high‐priority option is robust in ensuring that all the stakeholders benefit from the proposed strategy.     

Staffing Call Centers with Uncertain Arrival Rates and Co‐sourcing

In a call center, staffing decisions must be made before the call arrival rate is known with certainty. Once the arrival rate becomes known, the call center may be over‐staffed, in which case staff are being paid to be idle, or under‐staffed, in which case many callers hang‐up in the face of long wait times. Firms that have chosen to keep their call center operations in‐house can mitigate this problem by co‐sourcing; that is, by sometimes outsourcing calls. Then, the required staffing N depends on how the firm chooses which calls to outsource in real time, after the arrival rate realizes and the call center operates as a M/M/N + M queue with an outsourcing option. Our objective is to find a joint policy for staffing and call outsourcing that minimizes the long‐run average cost of this two‐stage stochastic program when there is a linear staffing cost per unit time and linear costs associated with abandonments and outsourcing. We propose a policy that uses a square‐root safety staffing rule, and outsources calls in accordance with a threshold rule that characterizes when the system is “too crowded.” Analytically, we establish that our proposed policy is asymptotically optimal, as the mean arrival rate becomes large, when the level of uncertainty in the arrival rate is of the same order as the inherent system fluctuations in the number of waiting customers for a known arrival rate. Through an extensive numerical study, we establish that our policy is extremely robust. In particular, our policy performs remarkably well over a wide range of parameters, and far beyond where it is proved to be asymptotically optimal.     

Competition and Coordination in Two‐Tier Public Service Systems under Government Fiscal Policy

As a result of government budgetary limits and rapid market growth, many public service systems—such as health care—are characterized by extensive customer wait times that have become a serious problem. This problem might be solved by allowing private firms to enter these markets, which would provide customers with a choice between a free (governmental) public service provider (SP) and a fee‐charging (or “toll”) private SP. In such a two‐tier service system, the two SPs are differentiated by service quality and cost efficiency. This study focuses on the competition and coordination issues for two‐tier service systems with customers who are sensitive to both service quality and delay. The free system attempts to maximize its expected total customer utility with limited capacity, whereas the toll system attempts to maximize its profit. Neither goal is aligned with the social welfare goal of the public service. To achieve the social welfare goal, the government plays a crucial role in coordinating the two‐tier service system via the budget, the tradeoff of social members' goals, and tax‐subsidy policies. Using a mixed duopoly game, we establish Nash equilibrium strategies and identify the conditions for the existence of the two‐tier service system. We employ several interesting and counter‐intuitive managerial insights generated by the model to show that the public service can be delivered more efficiently via customer choice and SP competition. In addition, we show that a relatively low tax‐subsidy rate can almost perfectly coordinate the two SPs to achieve most of the maximum possible benefit of the two‐tier service system.     

基于顾客公平偏好的服务机制与定价研究

由于顾客异质性（单位时间等待成本不同），服务提供商通常对顾客采取分类服务策略，然而分类服务会引起服务系统中不同类型顾客之间等待时间和服务价值的差异性，从而给顾客带来心理上的不公平感，进而引起顾客在服务系统中的流动和转移，进一步影响企业收益和社会福利。本文针对非抢占M/M/1服务系统顾客分类情形为背景，由两种顾客之间期望等待时间的不同和公平偏好参数相结合构建普通顾客的公平心理效用模型，以垄断型服务系统为背景，分别从企业收益、社会福利与顾客效用三个视角进行分析。研究表明，服务提供商应对顾客采取可观测型的分类服务机制来获得最大收益；从社会福利视角，服务提供商应对顾客采取不可观测型的分类服务机制；从顾客效用视角，服务提供商应取消顾客分类服务，仅保留普通顾客。最后同现有结论进行比较分析，并进行拓展研究。本文研究对服务提供商采取合理的服务机制及相应的服务定价具有重要参考价值和指导意义。     

Coping with Time‐Varying Demand When Setting Staffing Requirements for a Service System

We review queueing‐theory methods for setting staffing requirements in service systems where customer demand varies in a predictable pattern over the day. Analyzing these systems is not straightforward, because standard queueing theory focuses on the long‐run steady‐state behavior of stationary models. We show how to adapt stationary queueing models for use in nonstationary environments so that time‐dependent performance is captured and staffing requirements can be set. Relatively little modification of straightforward stationary analysis applies in systems where service times are short and the targeted quality of service is high. When service times are moderate and the targeted quality of service is still high, time‐lag refinements can improve traditional stationary independent period‐by‐period and peak‐hour approximations. Time‐varying infinite‐server models help develop refinements, because closed‐form expressions exist for their time‐dependent behavior. More difficult cases with very long service times and other complicated features, such as end‐of‐day effects, can often be treated by a modified‐offered‐load approximation, which is based on an associated infinite‐server model. Numerical algorithms and deterministic fluid models are useful when the system is overloaded for an extensive period of time. Our discussion focuses on telephone call centers, but applications to police patrol, banking, and hospital emergency rooms are also mentioned.     

Optimizing Customer Forecasts for Forecast‐Commitment Contracts

We study a “Forecast‐Commitment” contract motivated by a manufacturer's desire to provide good service in the form of delivery commitments in exchange for reasonable forecasts and a purchase commitment from the customer. The customer provides a forecast for a future order and a guarantee to purchase a portion of it. In return, the supplier commits to satisfy some or all of the forecast. The supplier pays penalties for shortfalls of the commitment quantity from the forecast, and for shortfalls of the delivered quantity from the customer's final order (not exceeding the commitment quantity). These penalties allow differential service among customers. In Durango‐Cohen and Yano (2006), we analyzed the supplier's problem for a given customer forecast. In this paper, we analyze the customer's problem under symmetric information, both when the customer is honest and when he strategically orders more than his demand when doing so is advantageous. We show that the customer gains little from lying, so the supplier can use his control over the contract parameters to encourage honesty. When the customer is honest, the contract achieves (near‐)coordination of the supply chain in a great majority of instances, and thus provides both excellent performance and flexibility in structuring contracts.     

AN IMPROVED HEURISTIC FOR STAFFING TELEPHONE CALL CENTERS WITH LIMITED OPERATING HOURS

Many telephone call centers that experience cyclic and random customer demand adjust their staffing over the day in an attempt to provide a consistent target level of customer service. The standard and widely used staffing method, which we call the stationary independent period by period (SIPP) approach, divides the workday into planning periods and uses a series of stationary independent Erlang‐c queuing models—one for each planning period—to estimate minimum staffing needs. Our research evaluates and improves upon this commonly used heuristic for those telephone call centers with limited hours of operation during the workday. We show that the SIPP approach often suggests staffing that is substantially too low to achieve the targeted customer service levels (probability of customer delay) during critical periods. The major reasons for SIPP‘ s shortfall are as follows: (1) SIPP's failure to account for the time lag between the peak in customer demand and when system congestion actually peaks; and (2) SIPP’ s use of the planning period average arrival rate, thereby assuming that the arrival rate is constant during the period. We identify specific domains for which SIPP tends to suggest inadequate staffing. Based on an analysis of the factors that influence the magnitude of the lag in infinite server systems that start empty and idle, we propose and test two simple “lagged” SIPP modifications that, in most situations, consistently achieve the service target with only modest increases in staffing.     

Modeling and Managing the Percentage of Satisfied Customers in Hidden and Revealed Waiting Line Systems

We perform an analysis of various queueing systems with an emphasis on estimating a single performance metric. This metric is defined to be the percentage of customers whose actual waiting time was less than their individual waiting time threshold. We label this metric the Percentage of Satisfied Customers (PSC.) This threshold is a reflection of the customers' expectation of a reasonable waiting time in the system given its current state. Cases in which no system state information is available to the customer are referred to as “hidden queues.” For such systems, the waiting time threshold is independent of the length of the waiting line, and it is randomly drawn from a distribution of threshold values for the customer population. The literature generally assumes that such thresholds are exponentially distributed. For these cases, we derive closed form expressions for our performance metric for a variety of possible service time distributions. We also relax this assumption for cases where service times are exponential and derive closed form results for a large class of threshold distributions. We analyze such queues for both single and multi‐server systems. We refer to cases in which customers may observe the length of the line as “revealed” queues.“ We perform a parallel analysis for both single and multi‐server revealed queues. The chief distinction is that for these cases, customers may develop threshold values that are dependent upon the number of customers in the system upon their arrival. The new perspective this paper brings to the modeling of the performance of waiting line systems allows us to rethink and suggest ways to enhance the effectiveness of various managerial options for improving the service quality and customer satisfaction of waiting line systems. We conclude with many useful insights on ways to improve customer satisfaction in waiting line situations that follow directly from our analysis.     

Inventory Commitment and Prioritized Backlogging Clearance with Alternative Delivery Lead Times

We propose a model where customers are classified into two groups: short lead‐time customers who require the product immediately and long lead‐time customers to whom the supplier may deliver either immediately or in the next cycle. Unmet orders are backlogged with associated costs. Specifically, the supplier faces two problems: how the on‐hand inventories should be allocated between the two classes of customers and how the backlogged orders should be cleared when replenishments arrive. We treat the former as an inventory commitment problem and handle the latter with priority rules. We characterize and compare the inventory commitment policies with three priority rules in clearing backlogs. We also explore the optimal inventory replenishment decision and evaluate the performance of each priority rule.     

Quality‐Speed Competition in Customer‐Intensive Services with Boundedly Rational Customers

We consider a system in which two competing servers provide customer‐intensive services and the service reward is affected by the length of service time. The customers are boundedly rational and choose their service providers according to a logit model. We demonstrate that the service provider revenue function is unimodal in the service rate, its decision variable, and show that the service rate competition has a unique and stable equilibrium. We then study the price decision under three scenarios with the price determined by a revenue‐maximizing firm, a welfare‐maximizing social planner, or two servers in competition. We find that the socially optimal price, subject to the requirement that the customer actual utility must be non‐negative, is always lower than the competition equilibrium price which, in turn, is lower than the revenue‐maximizing monopoly price. However, if the customer actual utility is allowed to be negative in social optimization, the socially optimal price can be higher than the other two prices in a large market.     

Pareto‐Improving Contracts for Express Package Delivery Services

We address the problem of an express package delivery company in structuring a long‐term customer contract whose terms may include prices that differ by day‐of‐week and by speed‐of‐service. The company traditionally offered speed‐of‐service pricing to its customers, but without day‐of‐week differentiation, resulting in customer demands with considerable day‐of‐week seasonality. The package delivery company hoped that using day‐of‐week and speed‐of‐service price differentiation for contract customers would induce these customers to adjust their demands to become counter‐cyclical to the non‐contract demand. Although this usually cannot be achieved by pricing alone, we devise an approach that utilizes day‐of‐week and speed‐of‐service pricing as an element of a Pareto‐improving contract. The contract provides the lowest‐cost arrangement for the package delivery company while ensuring that the customer is at least as well off as he would have been under the existing pricing structure. The contract pricing smoothes the package delivery company's demand and reduces peak requirements for transport capacity. The latter helps to decrease capital costs, which may allow a further price reduction for the customer. We formulate the pricing problem as a biconvex optimization model, and present a methodology for designing the contract and numerical examples that illustrate the achievable savings.