02030101 TMBA TMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_0 > a 02030101 TMBA TMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(1) > a 02030201 IMBA IMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_1 > a 02030201 IMBA IMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(2) > a 02030301 EMBA EMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_2 > a 02030301 EMBA EMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(4) > a 02030401 PMBA PMBA #tm_1th_2 > li:nth-child(3) > ul > li.last.toy_3 > a 02030401 PMBA PMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(3) > a 02040101 FMBA FMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_0 > a 02040101 FMBA FMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(1) > a 02040201 MFE MFE #tm_1th_2 > li:nth-child(4) > ul > li.toy_1 > a 02040201 MFE MFE #mprovide > div > div > div.box.box3 > ul > li:nth-child(3) > a 02040401 IMMBA IMMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_2 > a 02040401 IMMBA IMMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(2) > a 02040501 IMMS IMMS #tm_1th_2 > li:nth-child(4) > ul > li.toy_3 > a 02040501 IMMS IMMS #mprovide > div > div > div.box.box3 > ul > li:nth-child(4) > a 02040601 SEMBA SEMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_4 > a 02040601 SEMBA SEMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(6) > a 02040701 GP GP #tm_1th_2 > li:nth-child(4) > ul > li.last.toy_5 > a 02040701 GP GP #mprovide > div > div > div.box.box3 > ul > li:nth-child(7) > a 02040701 admission admission #txt > div.sub0303.mt_20 > div.btn_wrap > a 02040701 GP GP #mprovide > div > div > div.box.box3 > ul > li:nth-child(7) > a
본문 바로가기 사이트 메뉴 바로가기 주메뉴 바로가기

Dynamic Pricing with Point Redemption

M&SOM-MANUFACTURING & SERVICE OPERATIONS MANAGEMENT2022-07

Chung, Hakjin | Ahn, Hyun-Soo | Chun, So Yeon

Many sellers allow consumers to pay with reward points instead of cash or credit card. While the revenue implications of cash purchases are transparent, the implication of reward sales is not trivial, when a firm that issues points is not a seller. In this case, a seller receives a compensation from the point issuer when a consumer purchases the good with points. We examine how reward sales influence a seller's pricing and inventory decisions. We consider a consumer who can choose to pay with cash or points based on reservation price, point balance, and the perceived value of a point. Then, we incorporate this into a pricing model where a seller earns revenues from both cash and reward sales. In contrast to an intuition that reward sales will increase sales and revenue, we show that the effect of reward sales on the seller's price is non-trivial as the seller could either add a premium or discount depending on the inventory level, time, and the reimbursement rate. Furthermore, such price adjustments can attenuate the optimal mark-up or mark-down level, and reduce the price fluctuation caused by inventory level and remaining time. We investigate settings where the seller has different operational controls over reward sales and find that allowing reward sales is still better even when the revenue from the reward sales is smaller than the cash sales. We also find that a seller with an ability to control availability (i.e., allow a reward sale or not) can achieve a revenue similar to the revenue of a seller with an ability to change point requirements and price.

Publisher
INFORMS
Issue Date
2022-07
Article Type
Article
Citation
M&SOM-MANUFACTURING & SERVICE OPERATIONS MANAGEMENT, Vol.24, No.4, pp.1887 - 2386
ISSN
1523-4614
DOI
10.1287/msom.2021.1067
만족도조사

이 페이지에서 제공하는 정보에 대하여 만족하십니까?

콘텐츠담당자 : 주선희 연락처 : 02-958-3602

교수 & 연구

관심자등록

KCB ISSUE