بررسی تاثیر تصمیم ‏گیری مشتریان با ترجیحات ریسک متفاوت بر ارائه‏ کنندگان وارانتی: رویکرد عامل محور

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، دانشگاه تهران.

2 استاد، دانشگاه تهران.

3 دانشجوی دکتری، دانشگاه تهران.

چکیده

رقابت فزاینده موجب شده تا تولیدکنندگان به دنبال راهی برای جذب بیشتر مشتریان باشند، در این بین اطمینان دادن به مشتری که کالای خریداری شده وی کیفیت لازم را دارد و آن طور که انتظار دارد کار می‌کند، عنصری حیاتی به شمار می‌آید. یکی از روش‌های اطمینان دادن به مشتریان ارائه وارانتی‏ هایی است که نه تنها ریسک خرابی محصول را کم کند، بلکه مطابق با خواسته‌ها و نیازهای وی نیز باشد. این پژوهش به دنبال درک تصمیم ‏گیری‏ های متفاوت مشتریان بازار وارانتی و تاثیرات آن بر روی نتایج کوتاه ‏مدت و بلند‏مدت ارائه ‏کنندگان وارانتی است. مشتریان این بازار ترجیحات متفاوتی از نظر ریسک دارند و برای تمدید قرارداد خود ممکن است دو نوع عقلایی و اجتماعی تصمیم بگیرند. نتایج حاصل از تصمیم‏ گیری متفاوت مشتریان ناهمگون در بازه کوتاه ‏مدت و بلندمدت روی سودآوری و مشتریان باقیمانده ارائه‏ کنندگان وارانتی تحلیل شده است. این مقاله از رویکرد عامل محور استفاده می ‏کند. نتایج نشان می ‏دهد که تعداد مشتریانی که مایل به تمدید قرارداد هستند، و نیز سودآوری ارائه ­کنندگان خدمات متاثر از جامعه مشتریان و نوع تصمیم ­گیری آنان خواهد بود. همچنین با در نظر گرفتن کلیه حالت ­ها، در کوتاه ­مدت، ارائه­ کننده اول و در بلند مدت ارائه­ کننده دوم قادر به حفظ مشتریان و کسب سودآوری بیشتر خواهد بود.

کلیدواژه‌ها

عنوان مقاله [English]

The Effects of Customers’ Decision making with Different Risk Prefrences on Warranty Providers: Agent based Modeling

نویسندگان [English]

  • Ezzatollah Asgharizadeh 1
  • Mohammad Reza Sadeghi Moghadam 1
  • Hossein Safari 2
  • Mahsa Soltani Neshan 3
1 Associate Professor, University of Tehran.
2 Professor, University of Tehran.
3 Ph.D Student, University of Tehran.
چکیده [English]

The increased competition in markets, make manufacturers find a better way to attract customers. It is critical to make customers sure about the quality and reliability of products. One way to ensure customers is providing warranty policies to reduce not only the risk of production failures, but also to understand customers’ wants and requirements. This research seeks to recognize the effects of decision making of customers on short-term and long-term results of warranty providers with agent based modeling. Cusomers of this market have different risk prefrences and make decision in two ways: logically and socially. The reults confirm that the type of customers and their decisions influence the number of customers who will to extend their contract and the profitability of warranty providers. Concering to all states, the fisrt warranty provider in short term and the second warranty provider in long term are more capable of keeping customers and make profit.

کلیدواژه‌ها [English]

  • Warranty
  • Agent Based Modeling
  • Risk Prefrences
  • Logical Decision Making
  • Social Decision Making

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