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首页> 外文期刊>International Journal of Business and Management >Efficiency and Effectiveness of C2C Interactions and Mutual Learning for Value Co-Creation: Agent-Based Simulation Approach
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Efficiency and Effectiveness of C2C Interactions and Mutual Learning for Value Co-Creation: Agent-Based Simulation Approach

机译：C2C交互和相互学习对价值共同创造的效率和有效性：基于代理的仿真方法

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摘要

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 (B2B) or business-customers (B2C), 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. In the present research, we show more general the needs of human interaction by engaging customers’ experience which compare between ‘customer-to-customer (C2C) interaction’ and ‘no interaction’ (i.e., customers interact with the provider directly without interaction with other customers). By conducting agent based simulation, we investigate how C2C interaction is effective which measured by learning performance and how efficient which measured by learning efficiency. On the other hand, we conduct sensitivity analysis to investigate the needs of mutual learning between customers and provider in value co-creation. In our simulation result, it shows customer-to-customer (C2C) interaction gives significant influence than ’no interaction’. Moreover, we have already shown the needs mutual learning between customers and provider from the simulation results.
机译：文献中已经认识到客户的积极作用及其在服务系统中创造价值的经验。到目前为止，价值共创的重点仅针对企业（B2B）或企业客户（B2C），而对客户对客户（C2C）的关注并不多。最近，市场营销人员和研究人员越来越重视C2C交互。但是，现有的C2C研究只是基于概念模型和经验模型，因此可能无法动态描述C2C交互。在这项研究中，我们通过使用基于代理的模拟来捕获交互的动态来展示和开发客户交互的模型。该研究的目的是通过吸引客户在价值共创中的经验，探索C2C的有效性和效率。此外，我们通过使用基于代理的模拟来研究相互学习的需求。先前的研究集中在两种类型的C2C交互上，即面对面和社交媒体交互。在本研究中，我们通过吸引客户的经验来显示人类交互的需求，这些经验将“客户对客户（C2C）交互”和“无交互”之间进行比较（即，客户直接与提供者交互而不与之交互）。其他客户）。通过进行基于代理的模拟，我们研究了C2C交互如何有效地通过学习绩效来衡量以及如何有效地通过学习效率来衡量。另一方面，我们进行敏感性分析，以调查客户和提供商之间在价值共创中相互学习的需求。在我们的模拟结果中，它显示了客户对客户（C2C）的互动比“不互动”产生的影响更大。此外，我们已经从仿真结果中展示了客户与提供商之间相互学习的需求。

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