An agent-based model to study customers' engagement with brands from a service-dominant logic perspective

Abstract

We present an Agent-based Model to study customers' engagement with brands from a Service-Dominant Logic perspective. Customer Engagement has gained attention recently in the study of customer loyalty as a process that enables to understand and measure the impact of the depths of customers emotional responses to consumption situations on their intention to retain with a particular brand. However, there is no adequate research that deeply investigate the process of engagement, especially in dynamic, competitive and complex market environments. We address this research gap by creating an agent-based artificial market model. In doing so, we base our model on Service- Dominant Logic, which offers a novel lens to look at markets and their interactions and on the customer engagement process model of Bowden to implement customers engagement with a brand. This paper basically presents a logical discussion on the formulation of the model and some initial outcomes.