Abstract: By providing a free experience service, a service system can attract more potential customers to become regular customers. This paper considers a service system with free experience service and regular service under a dedicated service discipline, based on the delay-sensitive characteristics of customers and using the matrix analytic method and spectral expansion method of queueing theory, we give some performance measurements concerned and the optimization design of the service system, and then, we construct the profit function of the service provider, obtain the optimal service rate of free experience service and the optimal price of regular service. These results show that, when more customers in the experience service section purchase the regular service, the service provider should reduce the service rate of free experience service, so as to alleviate the system congestion and reduce the sojourn time of customers, and meanwhile, the service provider should lower the price of regular service to compensate for service delay due to system congestion. As more new customers arrive for free experience services, a greater price reduction of regular service should be offered to attract them into the regular service.

Key words: dedicated service discipline, experience service, queueing model, optimal design, managerialinsights

摘要： 通过提供免费的体验服务,服务系统可以吸引潜在顾客成为忠实顾客。本文考虑专有服务机制下提供免费体验服务和付费(常规)服务的服务系统,基于顾客的延时敏感特性,利用排队论的矩阵分析方法和谱扩展方法,研究服务系统的相关性能指标以及服务系统的优化设计,进而构建服务提供商利润函数并通过数值实例来获得免费体验服务的最优服务速率以及常规服务收取的最优服务费用,并为服务提供商提供相应的管理启示。研究表明,当越来越多的体验顾客转为付费顾客时,服务提供商需要降低体验服务的服务速率,来缓解系统的拥堵情况,减少顾客的逗留时间,并且服务提供商需要降低常规服务的服务费来弥补顾客因拥堵而造成的服务延迟。新到达顾客选择体验服务的人数越多时,服务提供商需要大幅度降低常规服务的收费标准,来吸引体验顾客成为付费顾客。

关键词: 专有服务机制, 体验服务, 排队模型, 优化设计, 管理启示