IDEAS home Printed from https://ideas.repec.org/a/inm/ormnsc/v69y2023i2p996-1016.html
   My bibliography  Save this article

Courteous or Crude? Managing User Conduct to Improve On-Demand Service Platform Performance

Author

Listed:
  • Yunke Mai

    (Gatton College of Business and Economics, University of Kentucky, Lexington, Kentucky 40506)

  • Bin Hu

    (Naveen Jindal School of Management, University of Texas at Dallas, Richardson, Texas 75080)

  • Saša Pekeč

    (Fuqua School of Business, Duke University, Durham, North Carolina 27708)

Abstract

In this paper, we study how an on-demand service platform could improve its performance through managing user conduct. In such a platform, service providers may reject certain platform-proposed service requests, and their responses, in turn, incentivize users to adjust their conduct. We develop an evolutionary game theory model of user conduct and provider responses that shows that the platform could improve user conduct through either setting a low wage for service providers or implementing priority matching. Building upon these results, we further model providers and users joining and leaving the platform by once again utilizing the evolutionary game theory approach. We find that wage setting alone is a blunt instrument to improve platform performance via managing user conduct, whereas supplementing the wage decision with priority matching could overcome its limitations and serve as an effective strategy to further improve platform performance in terms of growth and profitability. This finding suggests that matching prioritization could be an important strategy for managing platforms with user and provider heterogeneities. In addition, our analysis and results also demonstrate the potential of the evolutionary game theory approach for analyzing the impact of pricing and matching decisions on the performance of large markets.

Suggested Citation

  • Yunke Mai & Bin Hu & Saša Pekeč, 2023. "Courteous or Crude? Managing User Conduct to Improve On-Demand Service Platform Performance," Management Science, INFORMS, vol. 69(2), pages 996-1016, February.
    • Handle: RePEc:inm:ormnsc:v:69:y:2023:i:2:p:996-1016
    DOI: 10.1287/mnsc.2022.4391
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mnsc.2022.4391
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mnsc.2022.4391?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
    ---><---

    References listed on IDEAS

    as
    1. Dimitris Bertsimas & Patrick Jaillet, & Sébastien Martin, 2019. "Online Vehicle Routing: The Edge of Optimization in Large-Scale Applications," Operations Research, INFORMS, vol. 67(1), pages 143-162, January.
    2. Gérard P. Cachon & Kaitlin M. Daniels & Ruben Lobel, 2017. "The Role of Surge Pricing on a Service Platform with Self-Scheduling Capacity," Manufacturing & Service Operations Management, INFORMS, vol. 19(3), pages 368-384, July.
    3. E. Glen Weyl, 2010. "A Price Theory of Multi-sided Platforms," American Economic Review, American Economic Association, vol. 100(4), pages 1642-1672, September.
    4. Paul Belleflamme & Martin Peitz, 2018. "Inside the Engine Room of Digital Platforms: Reviews, Ratings, and Recommendations," AMSE Working Papers 1806, Aix-Marseille School of Economics, France.
    5. Wang, Yan & Yang, Jian & Qi, Lian, 2017. "A game-theoretic model for the role of reputation feedback systems in peer-to-peer commerce," International Journal of Production Economics, Elsevier, vol. 191(C), pages 178-193.
    6. Jun Li & Serguei Netessine, 2020. "Higher Market Thickness Reduces Matching Rate in Online Platforms: Evidence from a Quasiexperiment," Management Science, INFORMS, vol. 66(1), pages 271-289, January.
    7. Harish Guda & Upender Subramanian, 2019. "Your Uber Is Arriving: Managing On-Demand Workers Through Surge Pricing, Forecast Communication, and Worker Incentives," Management Science, INFORMS, vol. 67(5), pages 1995-2014, May.
    8. Jiaru Bai & Kut C. So & Christopher S. Tang & Xiqun (Michael) Chen & Hai Wang, 2019. "Coordinating Supply and Demand on an On-Demand Service Platform with Impatient Customers," Manufacturing & Service Operations Management, INFORMS, vol. 21(3), pages 556-570, July.
    9. Yash Kanoria & Daniela Saban, 2021. "Facilitating the Search for Partners on Matching Platforms," Management Science, INFORMS, vol. 67(10), pages 5990-6029, October.
    10. Paul Belleflamme & Martin Peitz, 2018. "Inside the Engine Room of Digital Platforms: Reviews, Ratings, and Recommendations," Working Papers halshs-01714549, HAL.
    11. Davide Proserpio & Wendy Xu & Georgios Zervas, 2018. "You get what you give: theory and evidence of reciprocity in the sharing economy," Quantitative Marketing and Economics (QME), Springer, vol. 16(4), pages 371-407, December.
    12. Kostas Bimpikis & Ozan Candogan & Daniela Saban, 2019. "Spatial Pricing in Ride-Sharing Networks," Operations Research, INFORMS, vol. 67(3), pages 744-769, May.
    13. Gordon Burtch & Seth Carnahan & Brad N. Greenwood, 2018. "Can You Gig It? An Empirical Examination of the Gig Economy and Entrepreneurial Activity," Management Science, INFORMS, vol. 64(12), pages 5497-5520, December.
    14. Jorgen W. Weibull, 1997. "Evolutionary Game Theory," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262731215, April.
    15. Michael Luca, 2017. "Designing Online Marketplaces: Trust and Reputation Mechanisms," Innovation Policy and the Economy, University of Chicago Press, vol. 17(1), pages 77-93.
    16. Krishnamurthy Iyer & Ramesh Johari & Mukund Sundararajan, 2014. "Mean Field Equilibria of Dynamic Auctions with Learning," Management Science, INFORMS, vol. 60(12), pages 2949-2970, December.
    17. Hsi Tse Wang, 2020. "Discussion of the Competitive Strategies of Telecom Operators and Over-the-Top Service Providers from the Perspective of Evolutionary Game Theory," Decision Analysis, INFORMS, vol. 17(3), pages 260-275, September.
    18. repec:hhs:iuiwop:487 is not listed on IDEAS
    19. Terry A. Taylor, 2018. "On-Demand Service Platforms," Manufacturing & Service Operations Management, INFORMS, vol. 20(4), pages 704-720, October.
    20. Zoë Cullen & Chiara Farronato, 2021. "Outsourcing Tasks Online: Matching Supply and Demand on Peer-to-Peer Internet Platforms," Management Science, INFORMS, vol. 67(7), pages 3985-4003, July.
    21. Santiago R. Balseiro & Omar Besbes & Gabriel Y. Weintraub, 2015. "Repeated Auctions with Budgets in Ad Exchanges: Approximations and Design," Management Science, INFORMS, vol. 61(4), pages 864-884, April.
    22. Santiago R. Balseiro & David B. Brown & Chen Chen, 2021. "Dynamic Pricing of Relocating Resources in Large Networks," Management Science, INFORMS, vol. 67(7), pages 4075-4094, July.
    23. Saif Benjaafar & Ming Hu, 2020. "Operations Management in the Age of the Sharing Economy: What Is Old and What Is New?," Manufacturing & Service Operations Management, INFORMS, vol. 22(1), pages 93-101, January.
    24. Anton Braverman & J. G. Dai & Xin Liu & Lei Ying, 2019. "Empty-Car Routing in Ridesharing Systems," Operations Research, INFORMS, vol. 67(5), pages 1437-1452, September.
    25. Leon Yang Chu & Zhixi Wan & Dongyuan Zhan, 2018. "Harnessing the Double-edged Sword via Routing: Information Provision on Ride-hailing Platforms," Working Papers 18-04, NET Institute.
    26. Jiayi Joey Yu & Christopher S. Tang & Zuo-Jun Max Shen & Xiqun Michael Chen, 2020. "A Balancing Act of Regulating On-Demand Ride Services," Management Science, INFORMS, vol. 66(7), pages 2975-2992, July.
    27. Steven Tadelis, 2016. "Reputation and Feedback Systems in Online Platform Markets," Annual Review of Economics, Annual Reviews, vol. 8(1), pages 321-340, October.
    28. Sachin Adlakha & Ramesh Johari, 2013. "Mean Field Equilibrium in Dynamic Games with Strategic Complementarities," Operations Research, INFORMS, vol. 61(4), pages 971-989, August.
    29. , H., 2010. "Local stability under evolutionary game dynamics," Theoretical Economics, Econometric Society, vol. 5(1), January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tan, Yiheng & Huang, Xiying & Li, Wei, 2023. "Does blockchain-based traceability system guarantee information authenticity? An evolutionary game approach," International Journal of Production Economics, Elsevier, vol. 264(C).
    2. Nie, Fapeng & Li, Xiang & Zhou, Chang, 2024. "Impact of privacy regulation involving information collection on the ride-hailing market," Omega, Elsevier, vol. 126(C).

    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. Saif Benjaafar & Ming Hu, 2020. "Operations Management in the Age of the Sharing Economy: What Is Old and What Is New?," Manufacturing & Service Operations Management, INFORMS, vol. 22(1), pages 93-101, January.
    2. Chen, Mingyang & Zhao, Daozhi & Gong, Yeming & Rekik, Yacine, 2022. "An on-demand service platform with self-scheduling capacity: Uniform versus multiplier-based pricing," International Journal of Production Economics, Elsevier, vol. 243(C).
    3. Wang, Hai & Yang, Hai, 2019. "Ridesourcing systems: A framework and review," Transportation Research Part B: Methodological, Elsevier, vol. 129(C), pages 122-155.
    4. De Munck, Thomas & Chevalier, Philippe & Tancrez, Jean-Sébastien, 2023. "Managing priorities on on-demand service platforms with waiting time differentiation," International Journal of Production Economics, Elsevier, vol. 266(C).
    5. Lin Tian & Baojun Jiang & Yifan Xu, 2021. "Manufacturer’s Entry in the Product-Sharing Market," Manufacturing & Service Operations Management, INFORMS, vol. 23(3), pages 553-568, May.
    6. Yang, Jie & Zhao, Daozhi & Wang, Zeyu & Xu, Chunqiu, 2022. "Impact of regulation on on-demand ride-sharing service: Profit-based target vs demand-based target," Research in Transportation Economics, Elsevier, vol. 92(C).
    7. Chen, Mingyang & Zhao, Daozhi & Gong, Yeming & Hong, Zhaofu, 2021. "Reference-dependent preferences in the on-demand service newsvendor with self-scheduling capacity," International Journal of Production Economics, Elsevier, vol. 234(C).
    8. Zenan Zhou & Xiang Wan, 2022. "Does the Sharing Economy Technology Disrupt Incumbents? Exploring the Influences of Mobile Digital Freight Matching Platforms on Road Freight Logistics Firms," Production and Operations Management, Production and Operations Management Society, vol. 31(1), pages 117-137, January.
    9. Ming Hu, 2021. "From the Classics to New Tunes: A Neoclassical View on Sharing Economy and Innovative Marketplaces," Production and Operations Management, Production and Operations Management Society, vol. 30(6), pages 1668-1685, June.
    10. Hu, Xinru & Zhou, Shuiyin & Luo, Xiaomeng & Li, Jianbin & Zhang, Chi, 2024. "Optimal pricing strategy of an on-demand platform with cross-regional passengers," Omega, Elsevier, vol. 122(C).
    11. Liu, Yang & Li, Sen, 2023. "An economic analysis of on-demand food delivery platforms: Impacts of regulations and integration with ride-sourcing platforms," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 171(C).
    12. Zhong, Yuanguang & Lan, Yibo & Chen, Zhi & Yang, Jiazi, 2023. "On-demand ride-hailing platforms with heterogeneous quality-sensitive customers: Dedicated system or pooling system?," Transportation Research Part B: Methodological, Elsevier, vol. 173(C), pages 247-266.
    13. Saif Benjaafar & Shining Wu & Hanlin Liu & Einar Bjarki Gunnarsson, 2022. "Dimensioning On-Demand Vehicle Sharing Systems," Management Science, INFORMS, vol. 68(2), pages 1218-1232, February.
    14. Zhong-Zhong Jiang & Guangwen Kong & Yinghao Zhang, 2021. "Making the Most of Your Regret: Workers’ Relocation Decisions in On-Demand Platforms," Manufacturing & Service Operations Management, INFORMS, vol. 23(3), pages 695-713, May.
    15. Amirmahdi Tafreshian & Neda Masoud & Yafeng Yin, 2020. "Frontiers in Service Science: Ride Matching for Peer-to-Peer Ride Sharing: A Review and Future Directions," Service Science, INFORMS, vol. 12(2-3), pages 44-60, June.
    16. Dai Yao & Chuang Tang & Junhong Chu, 2023. "A Dynamic Model of Owner Acceptance in Peer-to-Peer Sharing Markets," Marketing Science, INFORMS, vol. 42(1), pages 166-188, January.
    17. Saif Benjaafar & Harald Bernhard & Costas Courcoubetis & Michail Kanakakis & Spyridon Papafragkos, 2022. "Drivers, Riders, and Service Providers: The Impact of the Sharing Economy on Mobility," Management Science, INFORMS, vol. 68(1), pages 123-142, January.
    18. Ke, Jintao & Li, Xinwei & Yang, Hai & Yin, Yafeng, 2021. "Pareto-efficient solutions and regulations of congested ride-sourcing markets with heterogeneous demand and supply," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 154(C).
    19. Meijian Yang & Enjun Xia, 2021. "A Systematic Literature Review on Pricing Strategies in the Sharing Economy," Sustainability, MDPI, vol. 13(17), pages 1-28, August.
    20. Tang, Wei & Xie, Ningke & Mo, Dong & Cai, Zeen & Lee, Der-Horng & Chen, Xiqun (Michael), 2023. "Optimizing subsidy strategies of the ride-sourcing platform under government regulation," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 173(C).

    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:inm:ormnsc:v:69:y:2023:i:2:p:996-1016. 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: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    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.