The Effects Of Customer Service Cost Information Asymmetry On Manufactural Corporation

With the arrival of service economy era, customer service is becoming an important part of marketing strategies. But because of the information asymmetry between customer and corporation and that between competing corporations, the effect of customer service strategy is uncertain. Analyzing the effect of customer service cost information asymmetry on customer behavior and corporation strategy is of great importance.At first, this thesis analyzes the structure of customer service cost of manufactural corporation. Then the sorts and reason of customer service cost information asymmetry are analyzed and the degree of information asymmetry is defined based on ecomonics. Next, this thesis analyzes the relationship between customer service cost information asymmetry and the product quality signal failure and the relationship between customer service cost information asymmetry and strategy decision of corporation service competition. A model of the effects of customer service cost information asymmetry on product quality signal and corporation service competition strategy is constructed and the affecting process is simulated by using a system danymics software. The affecting rules of customer service cost information asymmetry on product quality signal and the relationship between information conditions and the best corporation service competition strategy are explored. In the early period of product lifecycle, the information asymmetry of customer service cost chiefly affects the product quality signal and the best information strategy is to transmit information and knowledge related to customers. In the later period of product lifecycle, the information asymmetry of customer service cost chiefly affects the corporation service competition strategy decision and the information strategy should be executed according to the information conditions and the service cost of the corporation.