委外保固契約下維修代理商服務時間之最適化模式研究

Abstract

隨著經營環境的競爭愈大與微利化時代趨勢的來臨，近期已有愈多品牌商運用售後維修服務之差異化策略來創造競爭優勢與增加利潤，而且實務上售後維修服務已發展到品牌商委外予第三方維修代理商進行商品(例如，手機)維修服務。品牌商在委外過程中，會與維修代理商簽定服務水準協議，而維修代理商在符合服務水準協議內容規範前提下，可從縮短維修服務時間、採用不同維修服務策略與延伸商品保固年限等作法來提升本身績效。 本論文在考量維修代理商有利可圖情況下，探討品牌商主導情形下維修代理商以品牌商所定的最高可接受維修服務時間、最低可接受服務水準與獎勵措施為準據，選定某一種維修服務策略(例如，小修維修服務策略、置換與小修混合維修服務策略)，透過模式構建與求解制定最佳的維修服務時間，以使本身利潤最大化，並輔以敏感度分析來瞭解服務水準協議中重要參數改變對於最佳維修服務時間與利潤之影響，最後，探討在此兩種維修服務策略下維修代理商應擇定實施何種維修服務策略以使本身最有利。 本論文研究結果為：(1)若品牌商制定的最高可接受維修服務時間大於最佳維修服務時間，則維修代理商會重新擬定最佳維修服務時間以使本身利潤最大化；(2)品牌商提供獎勵措施以鼓勵維修代理商縮短其維修服務時間時，需以非線性的獎勵函數且與維修服務時間有關才具有其效果；(3)若品牌商願意用相對較高的獎勵措施來鼓勵維修代理商縮短其維修服務時間，且品牌商要求最低可接受服務水準較寬鬆的話，則維修代理商的最佳維修服務時間會愈短，利潤會愈高；(4)在商品失效率和維修服務率同時變化且相等時，兩者與利潤呈正向關係，但對最佳維修服務時間決策沒有顯著影響；(5)若每次置換服務成本與每次小修服務成本比值小於某一固定數值，則維修代理商須選擇置換與小修混合維修服務策略進行失效商品維修服務以使本身利潤最大化，若大於的話，維修代理商選擇小修維修服務策略較有利。

Many branders have utilized post-sale service as a tool to increase profit and build up their competitive advantage as the business faces fiercely competition in recent years. Based on current practices of branders, for example in mobile phone industry, branders now more often outsource their post-sale service of failure products to some repair service providers by signing service level agreement (SLA). These repair service providers may shorten repair service time, adapt different repair service strategy, or extend their service warranty period to improve their business performance based on the premise of service level agreement which must be satisfied. This study intends to derive an optimal repair service time under these constraints of maximum acceptable repair service time and minimum acceptable repair service level set by branders when branders have strongly bargaining power. Finally, the sensitivity analysis of parameters on optimal repair service time and corresponding profit are also performed. Our results show that (1)service providers need to reset maximal acceptable repair service time of customers to maximize its profit if repair service time constraint set by branders is longer than optimal repair service time. (2)the incentive function set by branders must be with repair service time. (3)optimal repair service time of service providers is shorter and profit is higher if the minimum acceptable repair service level set by branders is looser given that the brander provides incentive mechanism to encourage service providers to shorten its repair service time. (4)when failure rate and repair service rate are the same, both will be positively correlated to profit, but no significant implication is explored between both rates and optimal repair service time. (5)service providers choose mixed repair service strategy to maximize its profit if the ratio (replacement service cost/repair service cost) is less than , otherwise, they use repair service strategy to repair failed items.