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Simulating customer experience and word-of-mouth in retail: a case study

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

Authors

Uwe Aickelin uwe.aickelin@nottingham.ac.uk

Helen Celia h.celia@leeds.ac.uk

Chris W. Clegg c.w.clegg@leeds.ac.uk



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 different parameters in our model we can simulate a range of customer experiences leading to significant differences in
performance measures. Ultimately, we are interested in better understanding the impact of changes in staff behavior due to changes in store management practices.
Our multi-disciplinary research team draws upon expertise from work psychologists and computer scientists. Despite the fact we are working within a relatively novel and
complex domain, it is clear that intelligent agents offer potential for fostering sustainable organizational capabilities in the future.

Journal Article Type Article
Publication Date Jan 1, 2010
Journal Simulation
Print ISSN 0037-5497
Electronic ISSN 0037-5497
Publisher SAGE Publications (UK and US)
Peer Reviewed Peer Reviewed
Volume 86
Issue 1
APA6 Citation Siebers, P., Aickelin, U., Celia, H., & Clegg, C. W. (2010). Simulating customer experience and word-of-mouth in retail: a case study. SIMULATION, 86(1), doi:10.1177/0037549708101575
DOI https://doi.org/10.1177/0037549708101575
Publisher URL http://sim.sagepub.com/content/86/1/5.full.pdf+html
Copyright Statement Copyright information regarding this work can be found at the following address: http://eprints.nottingh.../end_user_agreement.pdf

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://eprints.nottingham.ac.uk/end_user_agreement.pdf





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