Engaging Customers’ Experience through C2C Interaction in Value Co-creation Process: Agent Based Simulation

Few studies have been carried out with the specific aim of looking at customer-to-customer (C2C) interaction, as opposed to the co-creation of the experience. There are C2C literature on empirical case studies and conceptual methods, but one approach is to identify and explore a wider range of C2C-driven services in terms of customers’ interaction. In this research we use the framework of agent-based modeling and simulation in process model of value co-creation which engages the customers’ experience. In the model, through co-experience customers and providers, who have different internal model at first, by mutual understanding with each other may share and co-define their common internal model. In order to achieve this purpose in a realistic context, we take as a typical example Airline selection problem in Indonesia. We define concept of C2C network of interaction, i.e., face-to-face (physical space) and social media (virtual space). Furthermore, we introduce the number of customers who know the reputation of provider. We measure learning efficiency to create value with the provider in value co-creation process by using simulation and empirical methods.