学术活动

即时与及时:加急服务承诺对订餐平台销量的影响

发布时间:2025-01-20
1月
17
时间和日期
2025-01-17 (星期五) 10:30 上午 - 12:00 下午

标题:

即时与及时:加急服务承诺对订餐平台销量的影响

日期和时间: 

2025年1月17日 (周五)
10:30 - 12:00

地点

综合教学楼D604会议室

主讲人:

李思敏教授
杜兰大学
摘要:

Setting appropriate service promises is a challenge for on-demand platforms. Speedy promises are widely believed to boost sales, but should all service providers adopt aggressive promises? In this study, we leverage a quasi-experimental setting where expedited service promises (ESPs) were introduced for a subset of food items on a platform in a staggered manner. Using a stacked difference-in-differences framework, we find that ESPs increased overall item sales by 22.9%, driven by a 32.4% rise in on-demand orders, while advance-scheduled orders remained unaffected. This resulted in an 11.9 percentage point increase in the share of on-demand orders. However, not all items benefit equally from speedy promises. Dishes that were frequently delivered earlier than requested prior to ESPs saw larger sales boosts compared to those that were consistently late. This highlights how customers evaluate service promises against actual on-time performance. Interestingly, the biggest beneficiaries of ESPs were hot dishes that were delivered early—i.e., those hot dishes with “slack” in their promises. This provides empirical evidence of “earliness costs” and the risks of quality deterioration when promises are overly conservative. Contrary to the common wisdom of “under-promise and over-deliver,” our findings suggest otherwise for hot dishes. After all, no one wants their fries to go soggy before pickup. Our results provide actionable insights for restaurants when deciding how to quote promises for their food items based on serving temperature and current on-time performance.

主讲人简介:

李思敏现任美国杜兰大学弗里曼商学院管理科学助理教授。她的研究主要聚焦于数字平台与医疗领域的运营管理挑战及创新。她运用因果推断结合经济学建模,探索包含需求管理,劳动力供应和信息共享等核心运营议题。李思敏拥有西北大学凯洛格管理学院的运营管理博士学位。在攻读博士学位前,她曾供职于微软,担任数据科学家一职。