Free Add-Ons in Services

Pin Gao (), Xingyu Fu (), Haoyu Liu () and Ying-Ju Chen ()
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Pin Gao: School of Data Science, Chinese University of Hong Kong, Shenzhen 518172, China; Shenzhen Institute of Artificial Intelligence and Robotics for Society, Shenzhen 518172, China
Xingyu Fu: Department of Information Systems, Business Statistics, and Operations Management, Hong Kong University of Science and Technology, Kowloon, Hong Kong, China
Haoyu Liu: Faculty of Business, City University of Macau, Taipa, Macau, China
Ying-Ju Chen: Department of Information Systems, Business Statistics, and Operations Management, Hong Kong University of Science and Technology, Kowloon, Hong Kong, China

Service Science, 2022, vol. 14, issue 4, 292-306

Abstract: The paper examines a seller’s offering of free add-ons in services. We build a stylized model where the seller decides the level of add-on provision to enhance its core service, and consumers make discrete choices between the seller and an outside option. When the seller supplies its service through a single channel, we show that the optimal add-on provision is unimodal in the difference between the seller’s service quality and the outside option, comparable with the existing literature. When the service is supplied through multiple channels, we show that the seller may make nonidentical add-on provisions among channels. If the cost of add-on provision is low, the seller should adopt a differentiation strategy. If the cost is high, the seller should adopt a homogenization strategy. Various extensions are considered to establish the robustness of our results.

Keywords: add-on; differentiation; discrete choice; service improvement (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:inm:orserv:v:14:y:2022:i:4:p:292-306

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