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Pricing coordination of a dual-channel supply chain considering offline in-sale service

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  • Gu, Shu-Qin
  • Liu, Yong
  • Zhao, Gang

Abstract

With the rapid development of e-commerce, the problem of pricing conflicts between online and offline channels has become increasingly prominent. And the in-sale service has become an important factor influencing consumers' purchase decisions. To study the impact of in-sale service, this paper establishes a dual-channel supply chain model considering offline in-sale service. Using Stackelberg's game theory and backward induction, it solves the optimal pricing of supply chain members and makes comparisons in both cooperative and non-cooperative situations. Finally, it coordinates the supply chain through a two-part tariff contract. The results show that (1) The optimal wholesale price and offline retail price are positively correlated with in-sale service quality. And the opposite of the optimal online direct selling price. (2) With the quality of in-sale service improving, the retailer's profit will increase and then decrease but the manufacturer's profit will always decrease under non-cooperation. The total profit of the supply chain will rise and then fall under cooperation. (3) The two-part tariff coordination maximizes profits with the manufacturer reducing the wholesale price and the retailer paying a transfer cost. (4) Cooperative decision is better than the non-cooperative decision in terms of the supply chain as a whole.

Suggested Citation

  • Gu, Shu-Qin & Liu, Yong & Zhao, Gang, 2023. "Pricing coordination of a dual-channel supply chain considering offline in-sale service," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    • Handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002308
    DOI: 10.1016/j.jretconser.2023.103483
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    References listed on IDEAS

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    1. Benrong Zheng & Chao Yang & Jun Yang & Min Zhang, 2017. "Dual-channel closed loop supply chains: forward channel competition, power structures and coordination," International Journal of Production Research, Taylor & Francis Journals, vol. 55(12), pages 3510-3527, June.
    2. Xing, Dahai & Liu, Tieming, 2012. "Sales effort free riding and coordination with price match and channel rebate," European Journal of Operational Research, Elsevier, vol. 219(2), pages 264-271.
    3. Zhang, Shichen & Zhang, Jianxiong & Zhu, Guowei, 2019. "Retail service investing: An anti-encroachment strategy in a retailer-led supply chain," Omega, Elsevier, vol. 84(C), pages 212-231.
    4. Zheng, Shengming & Yu, Yugang, 2021. "Manufacturer encroachment with equal pricing strategy," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 152(C).
    5. Bo Li & Mengyan Zhu, 2021. "Pricing and Greening Strategies in Dual-Channel Supply Chain," World Scientific Book Chapters, in: Bo Li & Dong-Ping Song (ed.), Dual-Channel Supply Chain Decisions with Risk-Averse Behavior, chapter 5, pages 91-109, World Scientific Publishing Co. Pte. Ltd..
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    Cited by:

    1. Nematollahi, Mohammadreza & Hosseini-Motlagh, Seyyed-Mahdi & Pazari, Parvin, 2024. "Analytical insights into coordination and competition in dual-channel supply chains: A multi-factor dependent demand perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Amankou, Kunomboua Anicet Cyrille & Guchhait, Rekha & Sarkar, Biswajit & Dem, Himani, 2024. "Product-specified dual-channel retail management with significant consumer service," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Sarkar, Biswajit & Kar, Sumi & Pal, Anita, 2024. "Does the bullwhip effect really help a dual-channel retailing with a conditional home delivery policy?," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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