Operations, Information and Decisions Papers

Document Type

Journal Article

Date of this Version

2007

Publication Source

Manufacturing & Service Operations Management

Volume

9

Issue

4

Start Page

383

Last Page

408

DOI

10.1287/msom.1060.0130

Abstract

Recent operations management papers model customers as solving multiarmed bandit problems, positing that consumers use a particular heuristic when choosing among suppliers. These papers then analyze the resulting competition among suppliers and mathematically characterize the equilibrium actions. There remains a question, however, as to whether the original customer models on which the analyses are built are reasonable representations of actual consumer choice. In this paper, we empirically investigate how well these choice rules match actual performance as people solve two-armed Bernoulli bandit problems. We find that some of the most analytically tractable models perform best in tests of model fit. We also find that the expected number of consecutive trials of a given supplier is increasing in its expected quality level, with increasing differences, a result consistent with the models' predictions as well as with loyalty effects described in the popular management literature.

Keywords

service quality, multiarmed bandit, decision-making under uncertainty, discrete-choice models, experimental tests

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Date Posted: 27 November 2017

This document has been peer reviewed.