Serviceprovidersoftenadoptthemechanismofcustomerclassificationduetotheheterogeneityofcustomerwaitingcost.However,theclassificationservicemaycauseunfairnessfeelingofregularcustomers,thenaffecttherevenueandsocialwelfare.Thispaperprovidesthefirstexactanalysisaboutthesituationthatserviceprovidersoffertwoclassesofnon-preemptivepriorityservicewhencustomerfairnessperceptionisexplicitlymodeled.Wemodelcustomerfairnessperceptionasanegativeutilityonregularcustomersthat’sproportionaltothewaitingtimedifferencebetweenthetwoqueues.ByanalyzingastylizedM/M/1queueinmonopolyservicesystem,wecanderiveimportantresultssomeofwhichreaffirmexistedresearchresults.First,fromtheperspectiveofrevenuemaximization,serviceprovidersshouldadoptthemechanismofcustomerclassificationandsetupthetwokindsofcustomerswheretheycanseeeachother.Next,consideringcustomerutilitymaximization,serviceprovidersshouldcancelthemechanismofcustomerclassification,andkeeponequeue(regularcustomers)only.Then,fromtheperspectiveofsocialwelfaremaximization,serviceprovidersshouldalsoadoptthemechanismofcustomerclassificationbutsetupthetwokindsofcustomerswheretheycannotfeeleachother.Finally,thispaperconcludestheoptimalpricingbasedoncustomerclassificationintheabovethreedifferentperspectives.Thisresearchshowsimportantreferencevalueandpracticalsignificanceforserviceproviderswhoadoptthemechanismofclassificationservice.
