A systematic approach for new service concept generation: Application of agent-based simulation

In new service development (NSD), a concept design that influences the direction of other activities is considered as a crucial stage. Although several methods exist, most of them cannot reflect responses of future potential customers because they assume that customers have the same responses in the future. Therefore, by using agent-based simulation (ABS) that can understand the future status of a service system, this paper suggests a new approach to creating the most promising service concept. The proposed approach considers the future trends of various customer responses and service concept strategies of firms by using ABS, generating a more accurate concept. By applying the suggested approach to a healthcare industry, its practicability and utility are verified. The novel approach based on the agent-based simulation method, which has customer, service provider, and competitor agents, is expected to be useful for service providers in a competitive market.

[1]  Thanika Devi Juwaheer,et al.  Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study , 2009 .

[2]  Kazuo Furuta,et al.  Interactive Method for Service Design Using Computer Simulation , 2009 .

[3]  R. B. Chase,et al.  A Critical Evaluation of the New Service Development Process: Integrating Service Innovation and Service Design , 2000 .

[4]  C. M. Fisher,et al.  Developing New Services: Incorporating the Voice of the Customer into Strategic Service Development , 2003 .

[5]  Michael J. North,et al.  Agent-based modelling and systems dynamics model reproduction , 2009, Int. J. Simul. Process. Model..

[6]  Karl T. Ulrich,et al.  Special Issue on Design and Development: Product Development Decisions: A Review of the Literature , 2001, Manag. Sci..

[7]  L. Alrubaiee,et al.  The Mediating Effect of Patient Satisfaction in the Patients' Perceptions of Healthcare Quality - Patient Trust Relationship , 2011 .

[8]  Chris Storey,et al.  New service development: initiation strategies , 2000 .

[9]  A. Johne,et al.  New service development: a review of the literature and annotated bibliography , 1998 .

[10]  Takao Terano,et al.  Agent-based modeling for competing firms: from balanced-scorecards to multiobjective strategies , 2004, 37th Annual Hawaii International Conference on System Sciences, 2004. Proceedings of the.

[11]  大前 研一,et al.  Triad power : the coming shape of global competition , 1985 .

[12]  K. File,et al.  Word-of-Mouth Effects in Professional Services Buyer Behaviour , 1994 .

[13]  Dawn Iacobucci,et al.  Distinguishing Service Quality and Customer Satisfaction: The Voice of the Consumer , 1995 .

[14]  S. Edgett.  Developing New Financial Services within UK Building Societies , 1993 .

[15]  Kah-Hin Chai,et al.  A TRIZ-Based Method for New Service Design , 2005 .

[16]  Lars Haglund,et al.  Analysis Planning, Improvisation and Control in the Development of New Services - some Swedisch experiences , 1995 .

[17]  Joey F. George,et al.  Modern Systems Analysis and Design , 1996 .

[18]  Kenichi Ohmae,et al.  Triad power : the coming shape of global competition , 1985 .

[19]  Jie Lin,et al.  Development of a multi-agent-based distributed simulation platform for semiconductor manufacturing , 2011, Expert Syst. Appl..

[20]  L. White,et al.  A critical review of patient satisfaction , 2009 .

[21]  Marco Janssen,et al.  Simulating Market Dynamics: Interactions between Consumer Psychology and Social Networks , 2003, Artificial Life.

[22]  Trevor Watkins,et al.  Developing New Personal Financial Products – Some Evidence of the Role of Market Research , 1989 .

[23]  Clayton M. Christensen,et al.  Finding the Right Job for Your Product , 2007 .

[24]  Gülçin Büyüközkan,et al.  Strategic analysis of healthcare service quality using fuzzy AHP methodology , 2011, Expert Syst. Appl..

[25]  Averill M. Law,et al.  Simulation Modeling and Analysis , 1982 .

[26]  Nicola Morelli,et al.  Product-service systems, a perspective shift for designers: A case study: the design of a telecentre , 2003 .

[27]  Jacob Goldenberg,et al.  Toward Identifying the Inventive Templates of New Products: A Channeled Ideation Approach , 1999 .

[28]  Hakyeon Lee,et al.  Evaluation and management of new service concepts: An ANP-based portfolio approach , 2010, Comput. Ind. Eng..

[29]  Giuseppe Bruno,et al.  Applications of agent-based models for optimization problems: A literature review , 2012, Expert Syst. Appl..

[30]  Charles M. Macal,et al.  Introduction: The Simulation of Social Agents , 2001 .

[31]  Chankon Kim,et al.  Methods of Measuring Health-Care Service Quality , 2000 .

[32]  Alfredo Garro,et al.  easyABMS: A domain-expert oriented methodology for agent-based modeling and simulation , 2010, Simul. Model. Pract. Theory.

[33]  Cynthia M. Webster,et al.  THE IMPORTANCE CONSUMERS PLACE ON PROFESSIONAL SERVICES , 1988 .

[34]  Wander Jager,et al.  Faculteit Der Economische Wetenschappen En Econometric Serie Research Memoranda Fashions, Habits and Changing Preferences: Simulations of Psychological Factors Affecting Market Dynamics Fashions, Habits and Changing Preferences: Simulation of Psychological Factors Affecting Market Dynamics , 2022 .

[35]  Christopher J. Easingwood,et al.  New product development for service companies , 1986 .

[36]  Wander Jager,et al.  Stimulating diffusion of green products , 2002 .

[37]  Leigh Tesfatsion,et al.  Agent-Based Computational Economics: Growing Economies From the Bottom Up , 2002, Artificial Life.

[38]  Riadh Ladhari.  A review of twenty years of SERVQUAL research , 2009 .

[39]  Henry S. Shryock,et al.  The Methods and Materials of Demography. , 1977 .

[40]  Charles M. Macal,et al.  Managing Business Complexity: Discovering Strategic Solutions with Agent-Based Modeling and Simulation , 2007 .

[41]  D. Webb,et al.  Understanding Customer Role and its Importance in the Formation of Service Quality Expectations , 2000 .

[42]  Peer-Olaf Siebers,et al.  Discrete-event simulation is dead, long live agent-based simulation! , 2010, J. Simulation.

[43]  James A. Fitzsimmons,et al.  Service Management: Operations, Strategy, and Information Technology , 1997 .

[44]  B. Edvardsson,et al.  Service portraits in service research: a critical review , 2005 .

[45]  Edward F. McQuarrie,et al.  Customer visits : building a better market focus , 1994 .

[46]  Mona J. Fitzsimmons,et al.  New Service Development: Creating Memorable Experiences , 1999 .

[47]  Z. Ayağ,et al.  An analytic network process-based approach to concept evaluation in a new product development environment , 2007 .

[48]  Glen L. Urban,et al.  Lead User Analyses for the Development of New Industrial Products , 1988 .

[49]  C. Vlek,et al.  Behaviour in commons dilemmas: Homo economicus and Homo psychologicus in an ecological-economic model , 2000 .

[50]  Kenneth B. Kahn,et al.  PERSPECTIVE: Trends and Drivers of Success in NPD Practices: Results of the 2003 PDMA Best Practices Study* , 2009 .

[51]  Gary L. Lilien,et al.  Performance Assessment of the Lead User Idea-Generation Process for New Product Development , 2002, Manag. Sci..

[52]  Bo Edvardsson,et al.  Service Portrays and Service Constructions: A Critical Review Through the Lens of the Customer , 2004 .

[53]  J. Rossiter,et al.  New “Brainstorming” Principles , 1994 .

[54]  Cynthia M. Webster.  Influences Upon Consumer Expectations of Services , 1991 .

[55]  Peter F. Merenda,et al.  DEMOGRAPHIC VARIABLES AND PERSONALITY: THE EFFECTS OF GENDER, AGE, EDUCATION, AND ETHNIC/RACIAL STATUS ON SELF-DESCRIPTIONS OF PERSONALITY ATTRIBUTES , 1998 .

[56]  June-Young Rha,et al.  Customer satisfaction and qualities in public service: an intermediary customer perspective , 2012 .

[57]  W. Jager.  Modelling consumer behaviour , 2000 .