Abstract
Service design methodologies have been discussed mainly in the service engineering research domain. However, service with good quality does not always diffuse because consumers cannot confirm the quality of a service before purchase. Service quality is also heterogeneous because of the nature of service characteristics. Therefore, the service diffusion process must be studied using computer simulations to clarify the process of acceptance among consumers. This paper presents a multiagent system-based model for examining service diffusion among consumer interactions that are modeled as complex networks incorporating heterogeneity of consumer utility. Computer simulation results show that the heterogeneity of consumer utility affects the service diffusion process as well as the network structure of consumers.
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