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| Operational Decision of Catering Firms Based on Waiting Area Value-Added Services under Different Pricing Strategies |
| ZHAN Wentao，YUAN Xuchuan，JIANG Minghui，HUANG Xiaotong，ZHAO Leilei，LI Weifeng |
| 1. Harbin Institute of Technology, Harbin, China; 2. Singapore University of Social Sciences, Singapore, Singapore |
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Abstract This paper analyzes the impact of waiting area value-added services on the performance of dining firms. Based on queuing theory, we construct a pricing model for value-added services and meal pricing under uniform pricing and differential pricing strategies. The study reveals that, regardless of the pricing strategy adopted, value-added services in waiting areas can enhance profits by enabling higher prices does, with differential pricing consistently yielding higher profits than uniform pricing. Additionally, when the arrival rate of delivery customers is high, the value-added services level under uniform pricing should be increased; otherwise, it should be decreased. Furthermore, under uniform pricing that considers changes in customer consumption preferences, if the cost of serving customers through different channels is consistent, the value-added services level in waiting areas should remain unchanged compared with the scenario without considering preference changes. However, under differential pricing, channel switching behavior is jointly influenced by the transfer coefficient of waiting costs and prices.
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Received: 04 December 2023
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