NDLI: Agent based customer modelling: individuals who learn from their environment

Content Provider	IEEE Xplore Digital Library
Author	Collings, D. Reeder, A.A. Adjali, I. Crocker, P. Lyons, M.H.
Copyright Year	2000
Description	Author affiliation: BT Labs., Ipswich, UK (Collings, D.)
Abstract	Understanding the rate of adoption of a telecommunications service in a population of customers is of prime importance to ensure that appropriate network capacity is provided to maintain quality of service. This problem goes beyond assessing the demand for a product based on usage and requires an understanding of how consumers learn about a service and evaluate its worth. Field studies have shown that word of mouth recommendations and knowledge of a service have a significant impact on adoption rates. Adopters of the Internet can be influenced through communications at work or children learning at school. The authors present an agent based model of a population of customers, with rules based on field data, which is being used to understand how services are adopted. Of particular interest is how customers interact to learn about the service through their communications with other customers. We show how the different structure, dynamics and distribution of the social networks affect the diffusion of a service through a customer population. Our model shows that real world adoption rates are a combination of these mechanisms which interact in a non-linear and complex manner. This complex systems approach provides a useful way to decompose these interactions.
Starting Page	1492
Ending Page	1497
File Size	514201
Page Count	6
File Format	PDF
ISBN	0780363752
DOI	10.1109/CEC.2000.870830
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2000-07-16
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Diffusion processes Social network services Technological innovation Equations Telecommunication services Quality of service Mouth Internet Educational institutions Profitability
Content Type	Text
Resource Type	Article

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