Can customer perceived service quality fluctuations predict the performance of retail service supply chain?

• Published in: Kybernetes Vol. 51; no. 2; pp. 602 - 622
• Main Authors: Li, Jianfei, Li, Bei, Tang, Kun, Sun, Mengxia
• Format: Journal Article
• Language: English
• Published: London Emerald Publishing Limited 07.02.2022; Emerald Group Publishing Limited
• Subjects: Call centers; Competitive advantage; Consumers; Cooperation; Customer services; Customers; Decision making; Economic forecasting; Entropy; Equilibrium; Evolution; Game theory; Information sharing; Logistics; Manufacturing; Markov chains; Optimization; Performance evaluation; Performance prediction; Preferences; Quality of service; Revenue sharing; Supply chain management; Supply chains; Sustainable development; Hidden Markov model; Retail service supply chain; Customer perceived service quality; Supply chain performance; Dissipative structure
• ISSN: 0368-492X; 1758-7883
• DOI: 10.1108/K-02-2020-0066

Purpose Based on the analysis of the dissipative structure of the retail service supply chain (RSSC), this paper divides the system into two internal and external dissipative mechanisms, including the internal performance dissipation mechanism and the perceived quality dissipation mechanism outside the system. Based on the prediction of RSSC performance, this paper aims to discuss the application of Hidden Markov Model (HMM) in this field and puts forward a set of complete process of forecasting the service supply chain (SSC) performance based on HMM model. Design/methodology/approach Based on the theory of dissipative structure, this paper selects the RSSC as the research object, analyzes the system characteristics of the dissipation structure of RSSC from three aspects, such as system opening type, distance from equilibrium state and nonlinear order and describes the quality fluctuation process of RSSC as a Hidden Markov process. Taking the RSSC of J Company as an example, this paper makes use of the observed state value of customer perceived service quality from 1997 to 2016, predicts the performance status of the enterprise's RSSC. Findings The research results show that: RSSC is a dissipative structure system, and its performance is the internal entropy flow of the system, and the customer perceived service quality is external, their interaction determines the dynamic evolution of the system dissipation structure, and the Markov property between supply chain performance and perceived service quality. There is a Markov property between supply chain performance and perceived service quality. Using the perceived service quality observation state data of the external consumers of the system can effectively predict the implicit state of RSSC performance. Based on this prediction result, the strategy adjustment and optimization of the action mechanism of internal and external entropy flow in the dissipative structure system can be carried out to promote the sustainable development of the RSSC. Originality/value This paper thinks that RSSC is a dissipative structure system and the SSC performance and customer perceived service quality are the internal and external entropy flow of the system, which determines the dynamic evolution of the system dissipation structure. There is a Markov property between supply chain performance and perceived service quality. The hidden state of SSC performance can be predicted effectively by using a hidden Markov model and observing state data of perceived service quality from consumers outside the system.