Simulating Customer-to-Customer Interaction In a B2B Financial Service Business By Empirical Agent-Based Modeling

Service research has emphasized triad relationships between a firm, employees and customers. To coordinate these stakeholders effectively, it is highly important to understand what service activities are beneficial to all or some of these stakeholders. Yet, the recent increase in C2C interaction may make the problem more complex. This study proposes a methodology combining statistical techniques and agent-based modeling, which makes it possible to assess the joint impact of each service value and C2C interaction on the payoffs