Study Of Pricing Strategy Of Stochastic Service System Under Uncertainty Decision Of Customers

With the continuous progress of our society and the rapid development of economy, more and more demand of many kinds of service exist. Now the service science has aroused wide public concern at home and abroad. And the queuing theory is used to study the random phenomenon of service. But the traditional queuing theory is just used to study mechanical systems without any independent thinking of human. So when studying the service science the gaming theory need to be added based on the queuing theory.Many studies focus on the non-cooperative game strategy between customers and finding out the Nash equilibrium of queuing strategy. And this is an important research direction in the management field. And we know that pricing strategy of the service provider will affect the customer behavior and his own profit, even the social welfare of the system. So studying the pricing strategy is very meaningful in management science. Most previous literature on the behavior and queuing strategy of customers in queuing system assumed that the customers have the full information about the service time. But in real life they don’t. So this paper considered this problem and study the customer behavior when they don’t have the full information about the service time. We assume that they just know the scope of the service rate. And we assume that some of them use optimistic criterion and others use pessimistic criterion. We study the queuing strategy of the customer behavior and the corresponding pricing strategies of the service provider whose has different goals.This paper mainly studied the customer behavior who use optimistic criterion or pessimistic criterion in M/M/1 queuing system. The goals of this paper are to get the actual arrival rate and then analyze the impact of precision about the service rate known by the customers on the customer behavior and then study the pricing strategies aiming at two different goals: revenue maximization or social welfare maximization. The impact of precision about the service rate known by the customers on the largest revenue and the largest social welfare will be also analyzed.This paper found that: 1. the precision about the service rate known by the customers may impact positively or negatively on the actual arrival rate which is influenced by the actual service rate, the marker scale and the percentage of the optimistic customers in the market. 2. When there exist pessimistic(or optimistic) customers in the market, then the precision about the service rate known by the customers may impact positively(or negatively) on the pricing strategies aiming at revenue maximization and the best revenue. 3. The precision about the service rate known by the customers will never impact the actual arrival rate on social maximization and the best social welfare negatively.