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To set service levels, firms must understand how changes in service affect customer demand. Supply learning is a process whereby customers use past supplier performance to build beliefs about supplier capabilities and hence about future supplier performance. This paper presents a multi-period model of service level competition among suppliers selling substitutable products to a customer that engages in supply learning. They observe how a supplier's service level performance molds a customer's beliefs as well as how a customer's beliefs affect its order quantities.
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