Service Quality Control of Supply Chains Under Different O2O Modes

doi:10.12068/j.issn.1005-3026.2019.10.024

Abstract

Abstract: In a supply chain consisting of an online platform and an offline service provider， the service quality control was studied by considering the two O2O modes of online platform service outsourcing mode and the offline service provider franchising mode. A basic model of service quality control under two modes was constructed， and the influences of service price elasticity， service quality cost coefficient， marketing effort cost coefficient on service price， service quality and marketing effort were analyzed.An equilibrium solution under centralized and decentralized decision was analyzed by numerical simulation. The results showed that service quality and marketing effort level are negatively correlated with service price elasticity. The decentralized decision-making in the offline service provider franchising mode leads to the effect of "double marginalization".When the profit distribution proportion obtained by the platform is small and the decentralized decision-making is made， the online platform chooses the service outsourcing mode or the service provider franchising mode.

Key words: O2O mode, service outsourcing, service provider franchising, quality control, Stackelberg game

CLC Number:

F719

LI Yan-ting， ZHANG Cui-hua， LI Chun-yu， LYU Ru-xia. Service Quality Control of Supply Chains Under Different O2O Modes[J]. Journal of Northeastern University Natural Science, 2019, 40(10): 1504-1509.

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