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Simulating Customer Experience and Word-Of-Mouth in Retail -A Case Study

Summary: 1
Simulating Customer Experience and Word-Of-Mouth in
Retail - A Case Study
Peer-Olaf Siebers
Uwe Aickelin
University of Nottingham, School of Computer Science
Nottingham, NG8 1BB, UK
Helen Celia
Chris W. Clegg
University of Leeds, Centre for Organisational Strategy, Learning & Change (LUBS)
Leeds, LS2 9JT, UK
Agents offer a new and exciting way of understanding the world of work. In this paper
we describe the development of agent-based simulation models, designed to help to
understand the relationship between people management practices and retail
performance. We report on the current development of our simulation models which
includes new features concerning the evolution of customers over time. To test the
features we have conducted a series of experiments dealing with customer pool sizes,
standard and noise reduction modes, and the spread of customers' word of mouth. To
validate and evaluate our model, we introduce new performance measure specific to


Source: Aickelin, Uwe - School of Computer Science, University of Nottingham


Collections: Computer Technologies and Information Sciences