Li Xi, Sekiguchi Tomoki, Wu Jiunyan, Ye Qiongwei
Nanchang Institute of Science and Technology, Nanchang, China.
Graduate School of Management, Kyoto University, Kyoto, Japan.
Front Psychol. 2022 May 17;13:868803. doi: 10.3389/fpsyg.2022.868803. eCollection 2022.
There has been an increasing interest to explore and gain knowledge about customer engagement behavior among academia and practitioners. Particularly, the value co-creation process in customer services is essential to explore the interaction structure. In this study, we applied the computational simulation of the NK model to identify the value co-creation process between service employees and customers in the service context. To specifically explore the dynamic interaction among them, we identified what kind of service is provided for what type of customers and when service performance improves according to the degree of interaction between service employees and customers. The simulations show that the greatest service value can be achieved when employees and customers jointly perform local search (90%) and long jump (10%). However, if both employees and customers jointly perform local search only, the service value can be stuck in a local optimum. In cases where employees and customers make their independent improvement, either through local search or long jump, the overall service value varies depending on the complexity of interactions between employees and customers. For example, the improvement in service value is the worst when employees and customers make long jumps at independent timings in high complex interactions. Our computational simulations offer visible experimental-based insights into understanding the value co-creation process with customers and promising results for customer service studies.
学术界和从业者对探索和了解客户参与行为的兴趣与日俱增。特别是，客户服务中的价值共创过程对于探索互动结构至关重要。在本研究中，我们应用NK模型的计算模拟来识别服务情境中服务员工与客户之间的价值共创过程。为了具体探究他们之间的动态互动，我们确定了为哪种类型的客户提供何种服务，以及服务绩效如何根据服务员工与客户之间的互动程度而提高。模拟结果表明，当员工和客户共同进行局部搜索（90%）和长跳（10%）时，可以实现最大的服务价值。然而，如果员工和客户仅共同进行局部搜索，服务价值可能会陷入局部最优。在员工和客户通过局部搜索或长跳进行独立改进的情况下，整体服务价值会因员工与客户之间互动的复杂性而有所不同。例如，在高度复杂的互动中，当员工和客户在独立时间进行长跳时，服务价值的提升是最差的。我们的计算模拟为理解与客户的价值共创过程提供了基于实验的直观见解，并为客户服务研究带来了有前景的结果。
