An Agent-Based Implementation of Service System Interactions Based on the ISPAR Model

We present a method to develop agent-based models based on the service system abstraction and the ISPAR model, to study market systems in the light of Service-Dominant logic. Service-Dominant logic is a mindset that acts as a lens, through which we can see the world in a different way. More precisely, it intends to bring new insights into the marketing domain by perceiving the market as a system of resource integrating actors, who exchange resources in the form of services. The service system abstraction and the ISPAR model of service system interactions provide a reasonable starting point for this endeavor. We explain how the service system abstraction and the ISPAR model could be implemented computationally through an agent-based model of a hypothetical market system. We further argue that the proposed method could be successfully applied to study various real market phenomena.

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