| Due to the differences in customer waiting cost,service providers usually adopt the method of classification service in order to improve system efficiency,increase revenues and attract customers.However,classification service will inevitably lead to the heterogeneity of customer service value.Meanwhile,when classification services are adopted,due to the difference in waiting time between customers in different queues,the comparison will result in psychological unfairness.This paper takes M/M/1 service system as the background.Firstly,based on heterogeneity of service value among different queues,this paper makes an optimization analysis of enterprise revenue and customer utility.Then,this paper introduces the influence of general customers’ fairness preference(unfair aversion)on enterprise revenue and customer utility caused by different waiting time between the two queues.Based on the model optimization results,the service mechanism and pricing strategy corresponding to the optimal revenues of enterprises and the optimal utility of customers are given,and the corresponding management enlightenment is proposed.Based on the heterogeneity of customer service values in different queues and the assumption that general customers have fair preferences,this paper studies the enterprise revenue and customer utility from the two situations of monopolistic(customers can’t leave)service system and non-monopolistic(customers can leave)service system.The main research conclusions are as follows:In monopolistic service system,from the perspective of enterprise revenue maximization,whether general customers have fairness preference or not,the system should adopt classification service.However,from the perspective of customer utility maximization,the system should cancel the classification service and only keep the general queue,or cancel the priority service fee,so that all the customers in the system enter the priority queue.In the non-monopolistic service system,when general customers’ fairness preference is not taken into account,the conclusion of the service mechanism is consistent with that of the monopolistic service system(that is,when the system adopts classification services,the enterprise can obtain optimal revenue.However,from the perspective of customer utility,it is necessary to cancel the classification service and only keep the general queue).When considering general customer fairness preference,the number of customers in the system decreases with the increase of general customer fairness preference.To reduce customer loss,enterprises should reduce the perception of customer fairness preference.In addition,the entrance fee has remarkable effect on the optimal enterprise revenue:(1)When the entrance fee is lesser,the system should continue to take classification service.The increase of customer fairness preference stimulated the rise in the cost of priority.To offset the loss of customers,the analysis finds that the optimal enterprise revenue increases with the increase of general customers’ fairness preference.(2)When the entrance fee is higher,the service provider should cancel classification service to prevent the loss of customers caused by the increase of customer fairness preference.Meanwhile,this study finds the enterprise optimal revenue decreases with the increase of general customer fairness preference.When the basic service cost is large,the service provider should cancel the customer classification service to prevent the loss of customers caused by the increase of customer fairness preference.This study finds that the optimal enterprise revenue decreases with the increase of general customer fairness preference.This paper has important reference value and practical guiding significance for service providers to adopt reasonable service strategy and corresponding classification pricing. |
