When should service firms provide free experience service?

When should service firms provide free experience service?

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Article ID: iaor201527201
Volume: 234
Issue: 3
Start Page Number: 830
End Page Number: 838
Publication Date: May 2014
Journal: European Journal of Operational Research
Authors: , ,
Keywords: economics
Abstract:

By providing a free experience service, a service firm can attract more uninformed customers. However, it could reversely effect the delay‐sensitive, informed customers’ decision. In this paper, we study a priority queueing system with free experience services. We study the customer behavior in equilibrium after we derive the expected customer waiting time. We then construct the service firm’s revenue function and obtain an optimal strategy for the service firm. Our results suggest that when the market size of informed customers is relatively small, the firm should consider providing free experience services for uninformed customers. Conversely, if the demand rate of potential informed customers is quite high, the firm should ignore uninformed customers.

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