出版日期：2023-03-22 00:00:00

著者：Mei Chuan Cheng; Chun-Tao Chang; Tsu-Pang Hsieh

著錄名稱、卷期、頁數：Mathematics 11(6), 1555

摘要：Advertisements play an important role in communicating with target customers. A higher advertisement frequency increases costs but may increase the chances of acquiring new customers. Moreover, faced with a wide-ranging array of products that might fit specific needs, customers usually buy according to expectations about value and satisfaction. When customers are satisfied with a purchasing experience, they are more likely to buy again and share their experiences with others. Hence, companies are concerned about increasing customer value and service satisfaction to develop and manage customer relationships. This maintains a company’s competitive edge and can improve its market share. In this article, we incorporate the frequency of advertisements and the cost of customer relationship management (CRM) into the demand function under a product life cycle (PLC). Customers can return products in the appreciation period offered by a retailer. A profit-maximizing model is developed to analyze the joint marketing and ordering policy of each stage of a product’s life cycle with a product return guarantee. We construct an algorithm to identify the optimal decisions. Finally, numerical examples are presented to illustrate the proposed model, and managerial insights are obtained from a sensitivity analysis, followed by conclusions and future research.

語言：en_US

ISSN：2227-7390

期刊性質：國外

收錄於：SCI Scopus

審稿制度：是

國別：CHE

出版型式：電子版