Abstract
To investigate the impact of the warranty's quality signal on the pricing and warranty decisions under the background of quality information asymmetry, this paper considers a dual-channel supply chain with a manufacturer and a retailer. We first use the backward induction method to derive the optimal decisions. Then, we conduct the sensitivity analysis to analyze the influences of some critical parameters, which shows that the impacts of the proportion of direct-channel buyers and the quality signal of online reviews are associated with consumers’ sensitivity to warranty. On this basis, we provide guidance on the decision-making of supply chain members.
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