Research on Dual-channel Supply Chain Strategy Considering Extended Warranty Service Quality Level
School of Management, Wuhan Textile University, Wuhan 430200, China
| Abstract: | Extended warranty service has attracted more and more attention in recent years. A good quality level of extended warranty service can promote the demand and help enterprises establish an image. In this paper, in the dual-channel supply chain considering the extended warranty service, the sensitivity coefficient of consumers to the quality level of extended warranty service and the proportion of consumers in traditional retail channels are introduced. Analyze and compare the pricing and profit of three models (the manufacturer provides extended warranty mode (M mode), the retailer provides extended warranty mode (R mode) and the manufacturer and retailer provide extended warranty mode at the same time (MR Mode)). The results show that: (1) With the increased sensitivity of consumers to the extended warranty service, both manufacturers and retailers will correspondingly improve the quality of their extended warranty service, and the profits of both parties will increase; (2) Under M mode, the quality of extended warranty service is the highest, while under R mode, the quality of extended warranty service is relatively low; (3) When considering the level of service quality of the extended warranty service, the profit of the manufacturer is the maximum when the extended warranty service is provided by the manufacturer alone. For retailers, the benefits are greatest when extended warranties are offered by both the retailer and the manufacturer. The conclusion can provide reference for decision optimization of supply chain members when considering the level of extended warranty service quality. |
| Keywords: | Service Quality; Service Level; Extended Warranty; Dual-channel; Supply Chain |
| DOI: | 10.57237/j.wjmst.2023.03.001 |
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Received: 23 April 2023
Accepted: 17 May 2023
Published Online: 24 July 2023
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