서비스 공급사슬에서 공급자의 비합리성을 고려한 소매상의 의사결정과 공급사슬 성과에 관한 연구

초록

The recent proliferation of online service retailers such as social commerce platforms require the systematic analysis of price and quantity decisions among service suppliers and service retailers, which significantly influences profits. Although progress in the behavioral operations management area suggests that the irrationality of service suppliers need to be considered in decision models, most of the related research is focused on the retailer’s decisions for physical product supply chains. Thus, the purpose of this research is to analyze the retailer’s price decisions and the supplier’s quantity decisions for service supply chains where the service supplier has a bounded supply. The decision models and profit functions are derived from the subjective profit function of the service supplier, upon which the supply chain performance is analyzed. We show that a pull-to-center effect exists on the unallocated service capacity of the service supplier. The analytical results provide interesting practical implications on the characteristics of the retailer’s pricing decision. Firstly, each member’s change in profit was influenced by the supplier’s irrationality levels. In addition, the supply chain’s performance wa s shown to be significantly affected by the irrationality level, implying that it is important to consider the suppliers’ irrationality when analyzing the service supply chain.

키워드