Efficiency and Effectiveness of C2C Interactions and Mutual Learning for Value Co-Creation: Agent-Based Simulation Approach

Abstract

The active role of customers and their experience to create the value in service system have been recognized in the literature. So far, the focus of value co-creation only for business-business or business-customers, meanwhile the attention to the customer-to-customer (C2C) is not so much. Recently, the attention to C2C interaction is increasingly viewed by marketer and researcher. However, the existing research of C2C is on the conceptual and empirical model, therefore it may not describe C2C interaction dynamically. In this research, we show and develop a model of customers' interaction by using agent-based simulation to capture the dynamic of interaction. The research aim is to explore how effective and efficient C2C by engaging customers' experience in value co-creation. Furthermore, we investigate the needs of mutual learning by using agent based simulation. The previous research is focus on two types of C2C interaction, i.e., face-to-face and social media interaction.