摘要
制造企业经常通过提供高水平的客户服务向顾客传递优质产品质量信号,但由于客户服务成本信息不对称的影响,产品质量信号存在一定程度的失灵,影响了潜在客户对优质产品的购买。文章分析了制造企业客户服务成本不对称信息的原因及其对潜在客户购买行为的影响,通过建立系统动力学模型模拟产品销售过程,研究客户服务成本信息不对称度与企业客户数量之间的关系,结果表明客户服务成本信息不对称度下降有助于企业客户数量的增长,但其影响力有随时间下降的趋势。
Customer service is a product quality signal for many manufacturing corporations. But because of the information asymmetry of customer service cost, customers can not identify the high quality product accurately. This paper analyzes the reason of information asymmetry of customer service cost in manufacturing corporations and its effect on customer behavior. A system dynamics model is established to study the relationship between the level of service information asymmetry and customer numbers by simulating the product selling process. It indicates that the decrease of the level of service information asymmetry helps the increase of the customer numbers, but sometimes its effects tends to decrease.
出处
《当代经济管理》
2006年第5期45-49,共5页
Contemporary Economic Management
关键词
制造企业
客户服务成本
信息不对称度
系统动力学模型
manufacturing corporations cost
information asymmetry level
system customer service dynamics model
