How modelling approaches shape service differentiation for heterogeneous customers: a systematic review of supply chain models

Further, optimisation models were found to handle operational constraints well but rarely include customer self-selection. Simulation studies allowed rich behavioural heterogeneity but lacked generalisable optimality. Lastly, hybrid approaches were found to be emerging but still remain underexplored.

The study further identifies critical gaps such as limited empirical validation, fragmented treatment of multi-dimensional heterogeneity, and insufficient integration of sustainability and coordination mechanisms. This review advances theory by providing a comparative framework linking modelling choices to heterogeneity and differentiation. It also offers managers a decision aid for selecting service levers based on customer segment characteristics.</p>