讲座题目：Omnichannel Services: The False Premise and Operational Remedies
主讲人：中山大学 陈小乐 助理教授
讲座时间：2022年1月12日 （周二） 上午 9:00
讲座方式： 线上会议
腾讯会议：592-318-510
主办方：
服务科学与服务管理研究中心
运营与供应链研究中心
讲座摘要：
The notion of omnichannel, an integration of brick-and-mortar stores with online channels, has been thriving in recent years and is reforming the traditional service industry. Many service chains, such as Starbucks and McDonald's, established omnichannel capability by allowing customers to order online in advance before visiting stores for pick-up. The premise of omnichannel services is that when customers take advantage of the low-cost-of-waiting online channel, both their utility and the provider's revenue will increase. Although simply adding an online ordering option to the conventional walk-in model stimulates revenue, it also inflicts interference on the walk-in channel. We show that online ordering inadvertently reduces customers' individual utility and social welfare when both channels are used in equilibrium. Moreover, the less it costs to order and wait online, the more the social welfare is reduced. We then evaluate two industry state-of-the-art operational remedies: regulating the use of the online channel and establishing channel-dedicated capacities. While both remedies may improve the throughput over the walk-in-only service or even the first-come-first-served omnichannel service, they are unlikely to achieve this without jeopardizing the social welfare. We thus propose prioritizing walk-in customers and show that such prioritization can deliver this premise, i.e., simultaneously benefiting the service provider and customers in comparison with the conventional walk-in-only service when both channels are used in equilibrium.
主讲人简介:
陈小乐博士现任中山大学助理教授，他分别于2013、2015、2020年取得哈尔滨工业大学学士、中山大学硕士、香港中文大学博士学位，并获得香港中文大学青年学者论文奖（CUHK Young Scholar Thesis Award）、POMS-HK 2020国际会议最佳学生论文竞赛入围奖。他有若干工作论文在国际顶级期刊修订中。他的研究兴趣主要包括全渠道运营管理，绿色供应链，以及供应链金融。
