Journal article

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

Peer-Olaf Siebers, Uwe Aickelin, Helen Celia, Chris W Clegg

SIMULATION-TRANSACTIONS OF THE SOCIETY FOR MODELING AND SIMULATION INTERNATIONAL | SAGE PUBLICATIONS LTD | Published : 2010

Abstract

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 retail operations. We show that by varying ..

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University of Melbourne Researchers