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The Impact of Customer Information on Service Supply and Demand: Evidence from a Large Live-Streaming Experiment.

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Τίτλος: The Impact of Customer Information on Service Supply and Demand: Evidence from a Large Live-Streaming Experiment.
Συγγραφείς: Zeng, Zhiyu1 (AUTHOR) zhiyu.zeng@sjtu.edu.cn, Clyde, Nicholas2 (AUTHOR) nsc25@fsu.edu, Dai, Hengchen3 (AUTHOR) hengchen.dai@anderson.ucla.edu, Zhang, Dennis J.4 (AUTHOR) denniszhang@wustl.edu, Xu, Zhiwei5 (AUTHOR) rickyzhiwei@gmail.com, Shen, Zuo-Jun Max6 (AUTHOR) maxshen@hku.hk
Πηγή: Manufacturing & Service Operations Management (M&SOM) (INFORMS). Jan/Feb2026, Vol. 28 Issue 1, p212-230. 19p.
Θεματικοί όροι: *Consumer information services, *Consumption (Economics), *Customer relations, *Field research, *Customer information files, Live streaming, Digital technology, Attention
Περίληψη: Problem definition: As digitization transforms the service sector and empowers service platforms, questions arise about utilizing and disseminating customer information captured by digitization to enhance platform operations. We contribute by investigating how providing customer-related information at the start of a service encounter impacts both service supply and demand in the context of entertainment service platforms. Methodology/results: We conducted a field experiment on a live-streaming platform that connects hundreds of millions of viewers with individual broadcasters. For broadcasters randomly assigned to the treatment condition (but not for broadcasters in the control condition), when a viewer entered their shows, information about the viewer appeared on the screen. Our analyses, involving a random sample of 49,998 broadcasters, demonstrate that relative to control broadcasters, treatment broadcasters expanded service supply by 12.62% by increasing both show frequency (3.31%) and show length (7.10%), thus earning 10.44% more income, based on our conservative estimate. Moreover, our intervention increased service demand (measured by viewer watch time) by 4.51%. Additional analyses and surveys in our field setting and online experiments (n = 3,115) shed light on the potential mechanisms. Viewer-related information enables broadcasters to offer personalized service and vividly perceive viewers. On the demand side, viewers appreciate personalized service and interact with broadcasters more, which collectively boost demand. On the supply side, broadcasters not only enjoy the increased interaction with viewers but also feel a stronger sense of appreciation due to the more vivid mental image of viewers, which collectively lifts service supply. Managerial implications: This research suggests that providing customer-related information at the beginning of a service encounter can increase both service demand and supply. This low-cost, information-based intervention has important implications for digital service platforms that have little control over service providers' work schedules and service quality. Funding: H. Dai thanks the UCLA Anderson School of Management and Anderson Behavioral Lab. Supplemental Material: The online appendices are available at https://doi.org/10.1287/msom.2022.0224. [ABSTRACT FROM AUTHOR]
Copyright of Manufacturing & Service Operations Management (M&SOM) (INFORMS) is the property of INFORMS: Institute for Operations Research & the Management Sciences and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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  Data: Problem definition: As digitization transforms the service sector and empowers service platforms, questions arise about utilizing and disseminating customer information captured by digitization to enhance platform operations. We contribute by investigating how providing customer-related information at the start of a service encounter impacts both service supply and demand in the context of entertainment service platforms. Methodology/results: We conducted a field experiment on a live-streaming platform that connects hundreds of millions of viewers with individual broadcasters. For broadcasters randomly assigned to the treatment condition (but not for broadcasters in the control condition), when a viewer entered their shows, information about the viewer appeared on the screen. Our analyses, involving a random sample of 49,998 broadcasters, demonstrate that relative to control broadcasters, treatment broadcasters expanded service supply by 12.62% by increasing both show frequency (3.31%) and show length (7.10%), thus earning 10.44% more income, based on our conservative estimate. Moreover, our intervention increased service demand (measured by viewer watch time) by 4.51%. Additional analyses and surveys in our field setting and online experiments (n = 3,115) shed light on the potential mechanisms. Viewer-related information enables broadcasters to offer personalized service and vividly perceive viewers. On the demand side, viewers appreciate personalized service and interact with broadcasters more, which collectively boost demand. On the supply side, broadcasters not only enjoy the increased interaction with viewers but also feel a stronger sense of appreciation due to the more vivid mental image of viewers, which collectively lifts service supply. Managerial implications: This research suggests that providing customer-related information at the beginning of a service encounter can increase both service demand and supply. This low-cost, information-based intervention has important implications for digital service platforms that have little control over service providers' work schedules and service quality. Funding: H. Dai thanks the UCLA Anderson School of Management and Anderson Behavioral Lab. Supplemental Material: The online appendices are available at https://doi.org/10.1287/msom.2022.0224. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Manufacturing & Service Operations Management (M&SOM) (INFORMS) is the property of INFORMS: Institute for Operations Research & the Management Sciences and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsx&AN=190748627
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      – Type: doi
        Value: 10.1287/msom.2022.0224
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      – Code: eng
        Text: English
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        PageCount: 19
        StartPage: 212
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      – SubjectFull: Consumer information services
        Type: general
      – SubjectFull: Consumption (Economics)
        Type: general
      – SubjectFull: Customer relations
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      – SubjectFull: Field research
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      – SubjectFull: Attention
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              Text: Jan/Feb2026
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