Canadian Center of Science and Education
The active role of customers and their experience to create the value in service system have been recognized in the literature. So far, the focus of value co-creation only for Business-To-Business (B2B) or Business-To-Customers (B2C), meanwhile the attention to the Customer-To-Customer (C2C) is not so much. Recently, the attention to C2C interaction is increasingly viewed by marketer and researcher. However, the existing paper of C2C is on the conceptual and empirical model, therefore it may not describe C2C interaction dynamically. In this paper, the authors show and develop a model of customers' interaction by using agent-based simulation to capture the dynamic of interaction. The paper aim is to explore how effective and efficient C2C by engaging customers' experience in value co-creation.