喻园管理论坛2024年第101期(总第1033期)
演讲主题：Customer Voice on Two-Sided Platforms: The Effect of Surge Pricing on Customer Complaints
主讲人：Zhu Yi 明尼苏达大学教授
主持人：关旭 供应链管理与系统工程系主任
活动时间：2024年12月3日（周二）15:30-17:30
活动地点：管院大楼119室
主讲人简介：
Yi Zhu is Margaret J. Holden and Dorothy A. Werlich Endowed Professor at the Carlson School of Management, University of Minnesota. Zhu research has won a series of best-paper awards, including the John D.C. Little Award for the best marketing paper published in Marketing Science or Management Science, the Don Morrison Long Term Impact Award for making a significant long run impact on the field of marketing, the Shankar-Spiegel Best Dissertation Proposal Award, and the finalist for the Frank M. Bass Award for the best marketing paper derived from a Ph.D. thesis published in INFORMS journals. Zhu currently serves as an Associate Editor for Marketing Science and is a member of the Editorial Review Board for the Journal of Marketing Research.
活动简介：
Two-sided platforms match customers and service providers. Customers can voice their satisfaction level through review/rating systems, which the platforms use to monitor and screen service providers. However, customers may misdirect complaints about platform-level features toward individual service providers. We examine the extent and consequences of this issue in the context of a large ride-sharing platform. We focus on surge pricing as the platform-level feature. Our findings are as follows. First, for an average trip, surge pricing makes it 1.13 times more likely for the driver to receive a complaint (either a low rating or a formal complaint). Second, complaints negatively impact a driver’s future income. Surge-induced complaints offset about 23% of a driver’s immediate gain from the surged fare. Third, after the platform adopted a policy to cap the magnitude of surge prices, the effect of surge on customer complaints reduced. The policy also led to more usage of the platform. The results suggest a close interaction between the pricing and review systems on ride-sharing platforms. More broadly, they point to the importance for online two-sided platforms to identify and address customer complaints about platform-level features that may have been misdirected to service providers.
