STRATEGIC SERVICE INVESTMENT BY RETAILERS CONFRONTED BY MANUFACTURER ENCROACHMENT

This study investigates the service strategies of retailers confronted by manufacturer encroachment and explores the influences of retail services on profitability under different channel structures. In contrast to previous studies, this paper differentiates between channel costs and considers retail service. First, it is demonstrated that retail services are profitable for supply chain members under certain circumstances, regardless of whether the retail service effort is endogenous or exogenous. In particular, when the service effort is endogenous, the retailer can optimize its service effort to influence sales and profit outcomes. Second, this study finds that a service strategy can cause harm to manufacturers while benefiting retailers, which can help retailers regain market dominance and make manufacturers less competitive. The findings also suggest that there can be a "lose-lose" outcome due to service inefficiencies and intense competition. Third, the results indicate that a retailer would prefer to improve their service effort if market competition is less intense or the retail channel has obvious cost advantages. As the service effort increases, a manufacturer has little incentive to encroach on the market. Finally, consumer surplus and service spillovers are discussed.