Although supply quality management has been studied extensively, one important marketing phenomenon, that is, reference effect has been rarely considered in dual-channel supply chain quality management literatures. In fact, the quality reference effect is also an important factor which influences consumer purchasing behavior. We aim to explore the influence of the reference effect on the optimal decisions and performance of a dual-channel supply. Thus, we formulate dynamic models that include the product quality reference effect and the service quality reference effect in a dual-channel supply chain system consisting of a manufacturer and a retailer under the different decision-making scenarios. Utilizing differential game theory, optimal decisions are obtained for the product quality and service quality decision under the different decision-making scenarios. In addition, the optimal decisions and profits are compared, then a service cost-sharing coordinating mechanism is proposed and proven to be effective in the supply chain system. The main results show when the initial reference service quality is low, the consumer service quality reference effect is beneficial to the manufacturer. The spillover effect of service quality is not conducive to the retailer and the manufacturer. When the initial reference product quality is low, both online and offline product quality reference effects are beneficial to the retailer and the manufacturer. The stable (or final) reference quality will not be affected by the initial reference quality. The sum of the two members' profits under decentralized decision making is less than the total profit of the supply chain under centralized decision making. We design a cost-sharing coordinating mechanism to eliminate the double marginal effect.
As an important engine for high-quality economic development, the digital economy is gradually integrating with the rural logistics industry. This trend is contributing to making rural logistics a fundamental, strategic, and pioneering industry. However, some valuable topics remain unstudied, such as whether they are coupled and whether there is variability in the coupling system across the provinces. Therefore, this article takes system theory and coupling theory as the analytical framework, aiming to better elaborate the subject’s logical relationship and operational structure of the coupled system, which is composed of a digital economy subsystem and a rural logistics subsystem. Furthermore, 21 provinces are seen as the research object in China, and the coupling coordination model is constructed, aiming to verify the coupling and coordination relationship between the two subsystems. The results suggest that two subsystems are coupled and coordinated in the same direction, and they feed back and influence each other. During the same period, four echelons are divided and there is variability in the coupling and coordination between the digital economy and rural logistics, according to the coupling degree (CD) and coupling coordination degree (CCD). Findings presented can serve as a useful reference for the evolutionary laws of the coupled system. The findings presented here can serve as a useful reference for the evolutionary laws of coupled systems. Moreover, it further provides ideas for the development between rural logistics and the digital economy.
Nowadays, in such a competitive business environment, under the pursuit of high quality and high standards, every enterprise has clearly realized that the quality of products is directly related to the interests of the enterprise, the development of the enterprise, and the survival of the enterprise. The idea that quality is life has long been deeply rooted in every enterprise. Based on the aforementioned reality, this paper first constructs a demand function affected by product quality, service quality, reference effect and quality competition, and studies the optimal product quality and service quality under centralized decision-making and decentralized decision-making. By comparing the decision values and profit difference between centralized decision making and decentralized decision making, a bilateral cost sharing contract is proposed, and its application scope is discussed. The major findings entail that the centralized decision-making mode of supply chain will be more conducive to improving service quality. However, it is not necessarily conducive to improving product quality, which depends on the marginal profits of competitors, since supply chain decision-makers are more willing to invest resources in products with high marginal profits, thereby improving product quality. The increase of reference effect is conducive to improving the quality of products and services, but it may also lead to higher production costs in the case of centralized decision-making. Therefore, when the reference effect is high, supply chain enterprises should adopt decentralized decision-making mode. Excessive competition is not conducive to improving the profits and increases internal friction among enterprises. Therefore, when the competition is fierce, enterprise alliance is a better choice. Finally, the bilateral cost sharing contract can coordinate the supply chain, that is to say, the system profit is equal to the profit of centralized decision-making. However, only when the supplier’s share rate meets certain conditions can the bilateral cost sharing contract achieve Pareto optimization, that is to say, when it is greater than the profit of the enterprise under decentralized decision-making.
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