Study on Omnichannel Service for Time-Sensitive and Price-Sensitive Demand

摘要

More and more restaurants carry out omni-channel operation through online self-service and take-out service. Online self-order service refers to consumer make orders through `Meituan', `Elemo' APP in the mobile phone or smart device by themselves and retailer takes the responsibility for preparing and distributing food (take-out service), which means that consumers can enjoy the food without in store. In this paper, we combine the basic model of queueing theory and retailer's profit function to study the impact of omni-channel service on customers' demand, customers' waiting time, restaurant's service capacity and profits. When the price is close to the operation cost, the main conclusions of this research are as following: 1). The implementation of online self-service reduce the waiting time and increase the consumer demand for online and offline; 2). A certain degree of takeaway delivery fee will increase the frequency of consumer's consumption; 3). omni-channel improve the profits of restaurant.