Abstract
Consumers cannot fully evaluate the product quality before purchase. To reduce consumer risk, some manufacturers offer consumer warranty. Up to now, there are many studies investigating this role, but they seldom consider from the perspective of consumer utility. Consumers view remanufactured products as being of lower quality and are less willing to pay for them. It is important to incorporate the manufacturer's service and consumer heterogeneity in the model. Those employed in the remanufacturing industry are advised to increase the level of warranty associated with their remanufacturing products in order to command higher prices for their products in the marketplace. This paper firstly considers consumer utility, then develops three marketing settings to examine the impact of warranty services, and finally compares the optimal prices and profits among them. The results show that the manufacturer's warranty policy can enhance profit, and the profit is highest when both new and remanufactured products provided differentiated warranty.
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