基于服务环境的顾客密集型服务研究

顾客密集型服务中，更耐心的服务容易造成服务队列的拥挤，但优质的服务环境能够有效地减少顾客等待过程中内心的焦躁，同时也会增加服务商成本。基于M/M/1模型，分析服务环境对顾客等待过程中产生的影响以及服务商关于服务环境水平、服务速率和服务价格的最优决策。研究发现，处于发展初期的服务商需要更重视服务环境的营造，更注重“质量竞争”；当市场需求超过某一阈值后，服务环境对顾客的购买决策影响力降低，服务商需要通过更低的价格去占据更大的市场份额，为总体利润寻求更大的上涨空间。

Study of New Service Strategy in Customer-intensive Services Considering Service Environment

In customer intensive service, service with more patience is easy to cause congestion in the queue, but high-quality service environment can effectively reduce the anxiety of customers in the process of waiting while it will also increase the cost of service providers. Based on M/M/1 model, the impact of service environment on customer waiting process and the optimal decisions of service providers on service environment level, rate and service price are analyzed. It is found that service providers in the early stage of development need to pay more attention to the construction of service environment and "quality competition". If the market demand exceeds a certain threshold, the influence of the service environment on customers' purchase decisions will decrease, and service providers need to occupy a larger market share through lower prices to seek greater room for overall profits.