Decision Analysis on Warranty Decision Making Process for Consumer Durable Products  

Oleh:

Anityasari, Maria ; Kurniati, Nani ; Parwananta, Hutama

Jenis: Article from Proceeding
Dalam koleksi: Prosiding Seminar Nasional Riset & Teknologi Terapan (Ritektra) "Teknologi Terapan dalam Upaya Meningkatkan Produktivitas dan Daya Saing Industri Nasional", Jakarta 16 - 17 Juni 2010 : Fakultas Teknik Industri, page 271-284.
Topik: Warranty; Decision Making; Decision Analysis; Customer’s Preference; Utility
Fulltext: TI-31(~1.PDF (404.6KB)

Isi artikel

In global market competition, where many sellers are competing to earn their own market share, it is very likely to find a situation where price and specification of a product is no longer suitable to differentiate products in purchasing decision. According to literature, in such situations, warranty has become important consideration for purchasing decision. In this sense, warranty has become a marketing tool rather than just a fulfillment of legal aspects. Naturally, warranty that is longer and offers more complete protection will be preferred by customers. However, it would bring higher cost consequences to the seller. Ultimately an unrealistic warranty policy and period will jeopardize the seller’s expected profit. These contradictive conditions complicate the seller in making decision on the best warranty policy and warranty period to be offered to customers. To come up with the best decision, expected warranty cost and consumer’s preferences toward different warranty scenarios needs to be investigated thoroughly. This is not a simple task, since warranty cost calculation involves series of reliability related calculation to get the expected number of renewal within a certain warranty period. In addition, customer’s responses to the warranty scenarios and their behavior towards warranty claim should also be modeled. This research aims to develop a general decision analysis model for warranty of durable products. The decision maker for this decision making model is the seller, thus the seller’s point of view will be used for all decision analysis processes. The decision tree is developed to reflect the decision making process. It comprises different rectification methods (repair, replace, or refund), warranty policies (Free Replacement Warranty (FRW), Pro-Rata Warranty (PRW), full-cover or partial cover), and warranty periods (one year warranty which is the minimum regulation, Mean Time to Failure (MTTF), common market warranty, and 1.5 or 2 times longer than market warranty). The expected warranty cost and the customer’s preference index for each alternative are calculated. Mathematical and statistical approaches are utilized to calculate the expected warranty cost, while survey techniques are used to acquire customer’s preferences. Furthermore, the expected warranty cost and the customer’r preference index are transformed into a single user utility index by scaling the value of each alternative. Finally, the proposed model is tested by using a case study of television in Surabaya.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali