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Optimal extended warranty strategy: Offering trade-in service or not?

Author

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  • Bian, Yiwen
  • Xie, Jiazheng
  • Archibald, Thomas W.
  • Sun, Yanhong

Abstract

Retailers and manufacturers are increasingly selling extended warranties to obtain high profitability. In addition to the traditional extended warranty (EWR), that offers a free repair and replacement service, a new extended warranty (EWT) comes to the market, under which an additional trade-in service is provided during the warranty coverage. The service provider faces three important decisions: (1) Whether to offer EWR or EWT? (2) How to set the optimal selling prices of EWR and EWT? (3) When choosing to sell EWT, how to determine the optimal trade-in price? To address such challenging issues, we first develop two theoretical models regarding EWR and EWT for a retailer, and further consider the cases where a manufacturer sells the extended warranties and the upgraded product has different failure probabilities. The results show that EWT should never be offered at a higher price than EWR, and when the handling cost for used products is relatively low, EWT will outperform EWR. While the optimal EWR and EWT selling prices increase with the product failure probability, the optimal trade-in price decreases with it. Interestingly, the optimal trade-in discount is not always increasing or decreasing with the failure probability. Moreover, an earlier trade-in time is usually better for the service provider. Compared with the retailer, the manufacturer will always set a lower warranty selling price, but neither of them will always offer a lower trade-in price or discount. We also find that the upgraded product's failure probability will affect the retailer's optimal warranty strategy and profit.

Suggested Citation

  • Bian, Yiwen & Xie, Jiazheng & Archibald, Thomas W. & Sun, Yanhong, 2019. "Optimal extended warranty strategy: Offering trade-in service or not?," European Journal of Operational Research, Elsevier, vol. 278(1), pages 240-254.
    • Handle: RePEc:eee:ejores:v:278:y:2019:i:1:p:240-254
    DOI: 10.1016/j.ejor.2019.04.015
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    3. Xuemei Zhang & Jiawei Hu & Suqin Sun & Guohu Qi, 2022. "Extended Warranty Strategy and Its Environment Impact of Remanufactured Supply Chain," IJERPH, MDPI, vol. 19(3), pages 1-25, January.
    4. Wang, Xiaolin & Zhao, Xiujie & Liu, Bin, 2020. "Design and pricing of extended warranty menus based on the multinomial logit choice model," European Journal of Operational Research, Elsevier, vol. 287(1), pages 237-250.
    5. Cao, Kaiying & Su, Yunyi & Han, Guoxin & Choi, Tsan-Ming, 2022. "Is it wise to offer rebates for unused extended warranties under trade-in programs in supply chains?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 167(C).
    6. Haitao Chen & Zhaohui Dong & Gendao Li & Hetian Zhao, 2020. "Joint Advertisement and Trade-In Marketing Strategy in Closed-Loop Supply Chain," Sustainability, MDPI, vol. 12(6), pages 1-17, March.
    7. Xiao, Lu & Wang, Xian-Jia & Chin, Kwai-Sang, 2020. "Trade-in strategies in retail channel and dual-channel closed-loop supply chain with remanufacturing," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 136(C).
    8. Dou, Guowei & Choi, Tsan-Ming, 2021. "Does implementing trade-in and green technology together benefit the environment?," European Journal of Operational Research, Elsevier, vol. 295(2), pages 517-533.
    9. Xingchen Li & Jinxing Xie & Tingting Li, 2023. "Trade-in strategy for durable products in the presence of a peer-to-peer second-hand marketplace," Annals of Operations Research, Springer, vol. 326(1), pages 223-260, July.
    10. Cao, Kaiying & Han, Guoxin & Xu, Bing & Wang, Jia, 2020. "Gift card payment or cash payment: Which payment is suitable for trade-in rebate?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 134(C).
    11. Li, Yongjian & Wang, Kun & Xu, Fangchao & Fan, Chunxing, 2022. "Management of trade-in modes by recycling platforms based on consumer heterogeneity," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 162(C).
    12. Shin, Youngchul & Lee, Sangyoon & Moon, Ilkyeong, 2020. "Robust multiperiod inventory model considering trade-in program and refurbishment service: Implications to emerging markets," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 138(C).
    13. Huang, Yeu-Shiang & Fang, Chih-Chiang & Lu, Chang-Ming & (Bill) Tseng, Tzu-Liang, 2022. "Optimal Warranty Policy for Consumer Electronics with Dependent Competing Failure Processes," Reliability Engineering and System Safety, Elsevier, vol. 222(C).
    14. Huang, Hongfu & Liu, Feng & Zhang, Peng, 2021. "To outsource or not to outsource? Warranty service provision strategies considering competition, costs and reliability," International Journal of Production Economics, Elsevier, vol. 242(C).
    15. Afsahi, Mohsen & Shafiee, Mahmood, 2020. "A stochastic simulation-optimization model for base-warranty and extended-warranty decision-making of under- and out-of-warranty products," Reliability Engineering and System Safety, Elsevier, vol. 197(C).
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    17. Jiawei Hu & Suqin Sun & Xuemei Zhang & Qiang Meng, 2022. "Optimal Extended Warranty Strategy: Provided by Manufacturer or E-Commerce Platform?," Sustainability, MDPI, vol. 14(19), pages 1-19, September.
    18. Sezgin Çağlar Aksezer, 2023. "Sustainability via Extended Warranty Contracts: Design for a Consumer Electronics Retailer," Sustainability, MDPI, vol. 16(1), pages 1-11, December.

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