A location and capacity-allocation game model for two competing online delivery platforms seeking new customers

IF 3.7 4区 管理学 Q2 BUSINESS Electronic Commerce Research Pub Date : 2024-08-19 DOI:10.1007/s10660-024-09891-w
Saad Ashraf, Amit Kumar Bardhan
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Abstract

Online delivery platforms (ODPs) deliver products from restaurants, retailers, etc. to end customers. As an essential resource, ODPs must pay attention to the efficiency of delivery couriers. One such decision is their location and capacity allocation. This article discusses a competitive capacity and location decision problem in a market served by two ODPs. Both ODPs are trying to attract new customers to their platforms. For customers, timely delivery is the critical choice determinant. ODPs service existing demand orders on time by appropriately locating their couriers. Concurrently, they wish to capture potential demand by location and capacity allocation decisions. The competition propagates with both platforms acting strategically to stop the other from capturing new demand. The problem is formulated as a simultaneous two-person game and shown to be a Nash equilibrium problem. A mixed-integer linear programming model is proposed to find the Nash equilibrium location and capacity decisions of the players. This article contributes in two ways. First, it defines a new decision problem for an emerging area. Second, it finds important operational insights with managerial implications. The arguments for solution concepts, Nash equilibrium, and the efficiency of the proposed solution method are demonstrated through numerical experiments. It comes out that increasing the capacity budget is not always productive for ODPs. Also, for a weaker player, improving location decisions for servicing existing customers can be more beneficial than exclusively pursuing new customers. For the stronger player, competition may lead to underutilization of capacity.

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两个相互竞争的在线外卖平台寻求新客户的位置和容量分配博弈模型
在线配送平台(ODP)将餐厅、零售商等的产品送到最终客户手中。作为一种重要资源,ODP 必须关注送货快递员的效率。其中一项决策就是他们的位置和运力分配。本文讨论的是一个由两家 ODP 服务的市场中的竞争性运力和位置决策问题。两家 ODP 都在努力吸引新客户到自己的平台上来。对客户而言,及时交货是决定其选择的关键因素。ODP 通过合理安排其快递员的位置,及时为现有需求订单提供服务。同时,它们希望通过位置和能力分配决策来捕捉潜在需求。两个平台都会采取战略行动,阻止对方捕捉新需求,从而引发竞争。该问题被表述为同时进行的两人博弈,并被证明是一个纳什均衡问题。本文提出了一个混合整数线性规划模型,以找到双方的纳什均衡位置和容量决策。本文在两个方面做出了贡献。首先,它为一个新兴领域定义了一个新的决策问题。其次,它发现了具有管理意义的重要操作见解。本文通过数值实验论证了求解概念、纳什均衡和所提求解方法的效率。结果表明,对于 ODPs 来说,增加容量预算并不总是有效的。此外,对于实力较弱的参与者来说,改善为现有客户服务的选址决策可能比只追求新客户更有利。对于强者来说,竞争可能会导致产能利用不足。
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来源期刊
CiteScore
7.50
自引率
12.80%
发文量
99
期刊介绍: The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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