AbstractsBusiness Management & Administration

Modeling Private Information In Bilateral Relationships For Revenue Management

by Sri V Vanamalla




Institution: Indian Institute of Science
Department:
Year: 2009
Keywords: Revenue Management; Customer Buy-Down Behavior; Revenue Sharing; Airline Revenue Management; Revenue Management - Models; Shapley Value; Bargaining Model; Management
Record ID: 1200383
Full text PDF: http://hdl.handle.net/2005/945


Abstract

This thesis addresses two issues which arise in the context of airline revenue management. In the first part of the thesis, we develop an incentive mechanism to prevent revenue leakage caused by customers buying down. In the second part of the thesis, we discuss the revenue sharing problem between alliance partners and develop a mechanism by which the combined revenue can be distributed fairly among them. Situations which give rise to impossibility and possibility results are established. The practice of revenue management, employs the principle of differential pricing of a product based on various product restrictions. These product restrictions segment the market in such a manner so as to maximize the revenue. Airline industry which pioneered the practice of revenue management generally prices low for those who book early and high for those who book late for essentially the same seat. The low-fare products are targeted towards the market segment comprising of those customers who have a low valuation (reservation price) for the product (who are typically leisure customers, also called as low-fare customers).The high-fare product, on the other hand is targeted at the market segment comprising of customers who have a high valuation (reservation price) for the product (business class customers, also called as high-fare customers). However, it may happen that customers with high valuation for the product may also buy the low-fare product if it is available. This behavior of high-fare customers buying a low-fare product due to its availability is called the customer buy-down behavior. Such a customer behavior causes revenue leakage to the airline industry. Revenue management literature that primarily focuses on pricing and seat inventory control does not account for the customer buy-down behavior. In Part I of the thesis we address this issue of customer buy-down behavior. We develop an incentive mechanism in the form of a new product bundle which would attract only the high-fare customer. High fare customers such as business class customers typically have repeated travel plans, while low fare customers such as leisure travelers typically do not travel repeatedly. The proposed incentive mechanism takes advantage of this characteristic of high fare customers that distinguishes them from the low fare customers. In general, high fare product permits cancellation and does not impose any travel restrictions, and a low fare product, on the other hand does not permit cancellation and has other travel restrictions associated with them. A high fare customer with potential future travel plan might associate uncertainties with respect to travel dates and his ability to procure a low fare ticket for future travel. This uncertainty is exploited in the proposed product bundle. The new product bundle permits the customer to cancel the ticket for the future journey and relaxes the restrictions associated with the requested day and the future travel day. Such incentives would attract only the high fare customer and the low-fare…