IDEAS home Printed from https://ideas.repec.org/a/eee/ejores/v262y2017i2p563-574.html
   My bibliography  Save this article

Price and quality-based competition and channel structure with consumer loyalty

Author

Listed:
  • Wang, Sujuan
  • Hu, Qiying
  • Liu, Weiqi

Abstract

Inspired by practices of the Chinese household appliance industry, we explore interaction of channel structure with price-and quality-based competition between two manufacturers who are asymmetric on customer loyalty. Each manufacturer sells its product through either a decentralized channel or an integrated channel to customers and faces demand depending on quality, retail price, and customer loyalty. We divide the market into two types: The price-sensitive market and quality-sensitive market, and find that the equilibrium depends on the market type. Different from the literature, in a quality-sensitive market with higher market innovation desire, the pure integration structure is likely to be in equilibrium, and furthermore, the manufacturer with higher loyalty can earn higher profit; Otherwise, the pure decentralization structure is in equilibrium. So, a manufacturer benefits the most from consumers’ higher quality valuation, strong loyalty, and channel centralization.

Suggested Citation

  • Wang, Sujuan & Hu, Qiying & Liu, Weiqi, 2017. "Price and quality-based competition and channel structure with consumer loyalty," European Journal of Operational Research, Elsevier, vol. 262(2), pages 563-574.
    • Handle: RePEc:eee:ejores:v:262:y:2017:i:2:p:563-574
    DOI: 10.1016/j.ejor.2017.03.052
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0377221717302746
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ejor.2017.03.052?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. K. Sridhar Moorthy, 1988. "Strategic Decentralization in Channels," Marketing Science, INFORMS, vol. 7(4), pages 335-355.
    2. Bernard Caillaud & Romain de Nijs, 2014. "Strategic Loyalty Reward in Dynamic Price Discrimination," PSE-Ecole d'économie de Paris (Postprint) halshs-01109042, HAL.
    3. Serdar Sayman & Murat Usman, 2016. "Erratum to: Price discrimination through multi-level loyalty programs," Marketing Letters, Springer, vol. 27(4), pages 699-699, December.
    4. Yuxin Chen & Jinhong Xie, 2007. "Cross-Market Network Effect with Asymmetric Customer Loyalty: Implications for Competitive Advantage," Marketing Science, INFORMS, vol. 26(1), pages 52-66, 01-02.
    5. Karaer, Özgen & Erhun, Feryal, 2015. "Quality and entry deterrence," European Journal of Operational Research, Elsevier, vol. 240(1), pages 292-303.
    6. Byung-Do Kim & Mengze Shi & Kannan Srinivasan, 2001. "Reward Programs and Tacit Collusion," Marketing Science, INFORMS, vol. 20(2), pages 99-120, June.
    7. Yunchuan Liu & Rajeev K. Tyagi, 2011. "The Benefits of Competitive Upward Channel Decentralization," Management Science, INFORMS, vol. 57(4), pages 741-751, April.
    8. Minakshi Trivedi, 1998. "Distribution Channels: An Extension of Exclusive Retailership," Management Science, INFORMS, vol. 44(7), pages 896-909, July.
    9. J. Miguel Villas-Boas, 2004. "Consumer Learning, Brand Loyalty, and Competition," Marketing Science, INFORMS, vol. 23(1), pages 134-145, December.
    10. Greg Shaffer & Z. John Zhang, 2002. "Competitive One-to-One Promotions," Management Science, INFORMS, vol. 48(9), pages 1143-1160, September.
    11. Paul Klemperer, 1995. "Competition when Consumers have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 62(4), pages 515-539.
    12. Sudheer Gupta & Richard Loulou, 1998. "Process Innovation, Product Differentiation, and Channel Structure: Strategic Incentives in a Duopoly," Marketing Science, INFORMS, vol. 17(4), pages 301-316.
    13. Kirman, Alan P. & Vriend, Nicolaas J., 2001. "Evolving market structure: An ACE model of price dispersion and loyalty," Journal of Economic Dynamics and Control, Elsevier, vol. 25(3-4), pages 459-502, March.
    14. Gilbert, Stephen M. & Cvsa, Viswanath, 2003. "Strategic commitment to price to stimulate downstream innovation in a supply chain," European Journal of Operational Research, Elsevier, vol. 150(3), pages 617-639, November.
    15. Preyas Desai & Sunder Kekre & Suresh Radhakrishnan & Kannan Srinivasan, 2001. "Product Differentiation and Commonality in Design: Balancing Revenue and Cost Drivers," Management Science, INFORMS, vol. 47(1), pages 37-51, January.
    16. Matsubayashi, Nobuo, 2007. "Price and quality competition: The effect of differentiation and vertical integration," European Journal of Operational Research, Elsevier, vol. 180(2), pages 907-921, July.
    17. Bernard Caillaud & Romain de Nijs, 2014. "Strategic Loyalty Reward in Dynamic Price Discrimination," Post-Print halshs-01109042, HAL.
    18. Timothy W. McGuire & Richard Staelin, 1983. "An Industry Equilibrium Analysis of Downstream Vertical Integration," Marketing Science, INFORMS, vol. 2(2), pages 161-191.
    19. Siddharth S. Singh & Dipak C. Jain & Trichy V. Krishnan, 2008. "Research Note--Customer Loyalty Programs: Are They Profitable?," Management Science, INFORMS, vol. 54(6), pages 1205-1211, June.
    20. Abel P. Jeuland & Steven M. Shugan, 1983. "Managing Channel Profits," Marketing Science, INFORMS, vol. 2(3), pages 239-272.
    21. Yanwen Wang & Michael Lewis & Cynthia Cryder & Jim Sprigg, 2016. "Enduring Effects of Goal Achievement and Failure Within Customer Loyalty Programs: A Large-Scale Field Experiment," Marketing Science, INFORMS, vol. 35(4), pages 565-575, July.
    22. Sudheer Gupta, 2008. "Research Note—Channel Structure with Knowledge Spillovers," Marketing Science, INFORMS, vol. 27(2), pages 247-261, 03-04.
    23. Juliette Rouchier, 2013. "The Interest of Having Loyal Buyers in a Perishable Market," Post-Print hal-01500872, HAL.
    24. Goode, Sigi & Lin, Chinho & Fernandez, Walter & Jiang, James J., 2014. "Exploring two explanations of loyalty in application service provision," European Journal of Operational Research, Elsevier, vol. 237(2), pages 649-657.
    25. Qi, Yuqing & Ni, Weihong & Shi, Kuiran, 2015. "Game theoretic analysis of one manufacturer two retailer supply chain with customer market search," International Journal of Production Economics, Elsevier, vol. 164(C), pages 57-64.
    26. Bernard Caillaud & Romain De Nijs, 2014. "Strategic Loyalty Reward in Dynamic Price Discrimination," Marketing Science, INFORMS, vol. 33(5), pages 725-742, September.
    27. S. Chan Choi, 1991. "Price Competition in a Channel Structure with a Common Retailer," Marketing Science, INFORMS, vol. 10(4), pages 271-296.
    28. Rong-fang Yan & Jian-jun Wu, 2013. "Inventory Decisions and Contracts Analyses in a Dual-Channel Supply Chain with Sale Services," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), Proceedings of 20th International Conference on Industrial Engineering and Engineering Management, edition 127, pages 1131-1142, Springer.
    29. repec:hal:pseose:halshs-01109042 is not listed on IDEAS
    30. Matsubayashi, Nobuo & Yamada, Yoshiyasu, 2008. "A note on price and quality competition between asymmetric firms," European Journal of Operational Research, Elsevier, vol. 187(2), pages 571-581, June.
    31. Xiaowei Xu, 2009. "Optimal Price and Product Quality Decisions in a Distribution Channel," Management Science, INFORMS, vol. 55(8), pages 1347-1352, August.
    32. J. Miguel Villas-Boas, 1999. "Dynamic Competition with Customer Recognition," RAND Journal of Economics, The RAND Corporation, vol. 30(4), pages 604-631, Winter.
    33. Serdar Sayman & Murat Usman, 2016. "Price discrimination through multi-level loyalty programs," Marketing Letters, Springer, vol. 27(4), pages 687-697, December.
    34. Anne T. Coughlan, 1985. "Competition and Cooperation in Marketing Channel Choice: Theory and Application," Marketing Science, INFORMS, vol. 4(2), pages 110-129.
    35. Rajiv D. Banker & Inder Khosla & Kingshuk K. Sinha, 1998. "Quality and Competition," Management Science, INFORMS, vol. 44(9), pages 1179-1192, September.
    36. Cao, Wen & Jiang, Bo & Zhou, Deming, 2010. "The effects of demand uncertainty on channel structure," European Journal of Operational Research, Elsevier, vol. 207(3), pages 1471-1488, December.
    37. Juliette Rouchier, 2013. "The Interest of Having Loyal Buyers in a Perishable Market," Computational Economics, Springer;Society for Computational Economics, vol. 41(2), pages 151-170, February.
    38. Praveen K. Kopalle & Yacheng Sun & Scott A. Neslin & Baohong Sun & Vanitha Swaminathan, 2012. "The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs," Marketing Science, INFORMS, vol. 31(2), pages 216-235, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yunchuan Liu & Z. John Zhang, 2006. "Research Note—The Benefits of Personalized Pricing in a Channel," Marketing Science, INFORMS, vol. 25(1), pages 97-105, 01-02.
    2. Li, Wei & Zhao, Xuan & Chen, Jing, 2023. "Co-opetition or decentralization? A study of manufacturers’ sourcing and distribution strategies," European Journal of Operational Research, Elsevier, vol. 311(3), pages 867-886.
    3. Li, Bai-Xun & Zhou, Yong-Wu & Li, Ji-zi & Zhou, Shi-ping, 2013. "Contract choice game of supply chain competition at both manufacturer and retailer levels," International Journal of Production Economics, Elsevier, vol. 143(1), pages 188-197.
    4. Cao, Qingning & Geng, Xianjun & Zhang, Jun, 2015. "Strategic Role of Retailer Bundling in a Distribution Channel," Journal of Retailing, Elsevier, vol. 91(1), pages 50-67.
    5. Jianhua Ma & Xingzheng Ai & Wen Yang & Yanchun Pan, 2019. "Decentralization versus coordination in competing supply chains under retailers’ extended warranties," Annals of Operations Research, Springer, vol. 275(2), pages 485-510, April.
    6. Florian Morath & Johannes Münster, 2018. "Online Shopping and Platform Design with Ex Ante Registration Requirements," Management Science, INFORMS, vol. 64(1), pages 360-380, January.
    7. Stephen M. Gilbert & Gang Yu & Yusen Xia, 2007. "The strategic effects of a merger upon supplier interactions," Naval Research Logistics (NRL), John Wiley & Sons, vol. 54(2), pages 162-175, March.
    8. Torsten J. Gerpott & Jan Berends, 2022. "Competitive pricing on online markets: a literature review," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(6), pages 596-622, December.
    9. Li, Wei & Chen, Jing, 2020. "Manufacturer’s vertical integration strategies in a three-tier supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 135(C).
    10. Krafft, Manfred & Goetz, Oliver & Mantrala, Murali & Sotgiu, Francesca & Tillmanns, Sebastian, 2015. "The Evolution of Marketing Channel Research Domains and Methodologies: An Integrative Review and Future Directions," Journal of Retailing, Elsevier, vol. 91(4), pages 569-585.
    11. Li, Xiaojing & Chen, Jing & Ai, Xingzheng, 2019. "Contract design in a cross-sales supply chain with demand information asymmetry," European Journal of Operational Research, Elsevier, vol. 275(3), pages 939-956.
    12. Xia, Yusen & Gilbert, Stephen M., 2007. "Strategic interactions between channel structure and demand enhancing services," European Journal of Operational Research, Elsevier, vol. 181(1), pages 252-265, August.
    13. de Matta, Renato & Lowe, Timothy J. & Zhang, Dengfeng, 2017. "Competition in the multi-sided platform market channel," International Journal of Production Economics, Elsevier, vol. 189(C), pages 40-51.
    14. Greg Shaffer & Florian Zettelmeyer, 2002. "When Good News About Your Rival Is Good for You: The Effect of Third-Party Information on the Division of Channel Profits," Marketing Science, INFORMS, vol. 21(3), pages 273-293, November.
    15. Hu, Yihong & Qu, Shengnan & Li, Guo & Sethi, Suresh P., 2021. "Power structure and channel integration strategy for online retailers," European Journal of Operational Research, Elsevier, vol. 294(3), pages 951-964.
    16. Gérard P. Cachon & A. Gürhan Kök, 2010. "Competing Manufacturers in a Retail Supply Chain: On Contractual Form and Coordination," Management Science, INFORMS, vol. 56(3), pages 571-589, March.
    17. Yang, Shilei & Shi, Victor & Jackson, Jonathan E., 2015. "Manufacturers׳ channel structures when selling asymmetric competing products," International Journal of Production Economics, Elsevier, vol. 170(PB), pages 641-651.
    18. Elias Carroni, 2018. "Behaviour-based price discrimination with cross-group externalities," Journal of Economics, Springer, vol. 125(2), pages 137-157, October.
    19. Ghosh, Debabrata & Shah, Janat, 2015. "Supply chain analysis under green sensitive consumer demand and cost sharing contract," International Journal of Production Economics, Elsevier, vol. 164(C), pages 319-329.
    20. Sudheer Gupta, 2008. "Research Note—Channel Structure with Knowledge Spillovers," Marketing Science, INFORMS, vol. 27(2), pages 247-261, 03-04.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ejores:v:262:y:2017:i:2:p:563-574. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/eor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.