Santi Novani

Symbiotic hypergame analysis of value co-creation process in service system

Understanding what customers expect and how provider can fulfill the variable needs for customer satisfaction important issues in service science. The paper tries to analyze mutual understanding process between customer expectation and provider capability in terms of symbiotic hypergame model [2]. We, first, define several types of customers and providers by characterizing them by their internal model and interpretation function in terms of symbiotic hypergame. Interpretation function is a function specifying how customer (resp. provider) interprets internal model of provider (resp. customer). Then, we will analyze formally how mutual understanding between customer and provider leads to satisfaction of both customer and provider for each pair of customer and provider types. The analysis allows us to derive deep insights about relationship between sufficient mutual understanding and satisfaction that can be obtained only through such rigorous model analysis.

Service Value Created by Customers' Information Exchange About Provider: Agent Based Simulation Approach

Service system science emerges as the study of value co-creation phenomenon [8]. At the heart, service is interaction between customer and provider. Both of them are sources of value co-creation according to the Service-dominant logic [10]. Value co-creation model of service innovation [7] claims that co-experience and co-definition of shared internal model is critical for co-creation of service value with customer. Each customer recognized as an active co-creator of knowledge and service value, but how interaction among customers themselves has not been investigated sufficiently. When customers interact with one another and exchange their information about a provider, they may co-create different service value since they contact the provider on the one-to-one basis. For example, customers arrange airline ticket and decide to use an airline by some reasons. Then, customers may contact the airline directly to consider requests and their service. Customers may ask friends and family about the airline also check the airline deeper through SNS or the Internet. Customers try to interact by learning and sharing the internal model about the airline. In this paper, it will be investigated how interaction among customers gives impact on co-creation of service value by adopting agent-based social simulation approach. The assumption of customers is adaptive learning agents. Therefore, customers are classified into three types, that is, (1) type one is customers who communicate the provider directly without communication, (2) type two is customers who contact those face-to-face, like their friends or families, and (3) type three is customers who ask unanimous using the Internet. Adaptive learning model is constructed to describe customer by combine between hypergame models and the genetic algorithm as a methodological basis. Hypergame model adopted because it can explicitly represent internal model (subjective game) for each customer. While Genetic Algorithm is suitable since it provides a method to reorganize knowledge according to the experiences to improve performance [3]. Customers assumed to use learning procedure, by which they select actions, modify and revise current internal model according to their experiences so far. It would be explored under what conditions that interaction on the customers?f side would co-create new value according to the customers?f communication type.

Back to the Future: A Revelation of Conventional Platform Preference of Digital Creative Ecosystem Entities in Bandung

This chapter explores the application of service science to enhance the development of digital creative industry in Bandung, Indonesia. The digital creative industry is one of the creative industry sectors that will grow rapidly in the near future. Our objectives are to analyze the current practices of value co-creation (i.e., collaboration) in the digital creative industry with the theoretical frameworks of service science and to contribute to the value orchestration platform development strategy of the case ecosystem. We applied exploratory research as a methodology. At the first stage, we identify the critical issues of the digital creative industrial cluster. Based on the findings, we developed a value co-creation process model. Secondly, we developed a value orchestration model by evaluating the stakeholder’s value co-creation strategies. The results show that stakeholders in the digital creative industry in Bandung prefer a physical platform like a focus group discussion (FGD) over digital platforms. Face-to-face discussion is perceived to result in better business decisions. This finding is in line with the principle of “musyawarah mufakat,” which has become a defining cultural characteristic of Indonesian society.

Soft Systems Agent-Based Methodology: Multi-methods Approach Between Soft Systems Methodology and Agent-Based Modeling

The world is now moving toward a pluralistic approach of combining several methods, both hard and soft, within an intervention multimethodology. It currently shows an upward movement for social researcher to employ methodologies grounded on environmental analysis and ecosystem modeler, known as hard system, or preferably on participatory processes, stated as soft system. Both approaches surely have their own positive and negative points to reckon with the complexity of systems from various perspectives. However, a major existing gap is the lack of a clear methodology for integrating these two approaches. This paper synthesizes a promising integration in soft systems methodology (SSM) and agent-based modeling (ABM) that hereinafter referred to as soft systems agent-based methodology (SSABM). SSABM emerges from the limitations of soft systems dynamic methodology (SSDM), which combines SSM and system dynamics (SD) approach. The theoretical and methodological assumption in SSM, ABM, and SD is briefly discussed, and critiques for each method are presented. Regarding their theoretical and methodological approach, this paper shows a comparison between SSABM and SSDM in dealing with decision-making.

Managing Collaboration Using Agent Based Simulation

The purpose of the present research is to identify, analyze and simulate dynamics of interaction and conflicts among agents using drama theory, and to apply it in Citarum river basin problem. To accomplish the purpose, we first model the process in terms of drama theory that is combined with emotional state model (PAD). One of the reasons why we adopt drama theory is that it primarily focuses on dilemma or paradox arising from rational goal seeking behavior. It also provides us with rigorous analytical and computational tools of conflict analysis.Then, we propose a simulation model to describe both of dilemma of conflict, i.e., persuasion and rejection dilemma among the agents, and the dilemma of collaboration (trust dilemma) among the agents. Finally, we conduct agent-based simulation by using SOARS (Spot Oriented Agent Role Simulator ) to obtain some fruitful suggestions for encouraging their collaboration.