A study of steady-state strategies for collaborative quality improvement in new retail service supply chains considering emotional factors

How to improve the quality of the new retail service supply chain (RSSC) has become a hot topic for enterprises and consumers. Considering the influence of the new RSSC enterprises’ emotional attitude on the decision-making of quality improvement, the theory of rank-dependent expected utility (RDEU) is combined with an evolutionary game, constructing an evolutionary game model of collaborative quality improvement of new RSSC, and analyzing the game strategy choice of each participant in collaborative quality improvement of new RSSC. The study shows that when only one party is emotional, the rationality of retail service integrators will promote the synergistic improvement of the quality of the new RSSC more than functional service providers. Moreover, pessimism and optimism have an inverted U-shaped effect on quality decisions. When both parties have emotions, functional service providers remain optimistic, and retail service integrators remain pessimistic or rational can promote the collaborative improvement of new RSSC quality. In addition, the effects of quality preference, peer mechanism, feedback mechanism, and risk mechanism on the collaborative quality improvement of new RSSC are analyzed. Based on the research findings, relevant countermeasures are proposed to incentivize new retailers to conduct collaborative improvement in quality in terms of establishing an open mechanism for negotiation and consultation, strengthening the emotion management of new retail node firms, and adjusting the transmission of quality signals, with a view to realizing the quality collaborative improvement of the new RSSC.