Designing Iranian Customer Expectations Model for Platform Growth and Development with Agent-Based Model Approach (Case Study: Instagram)

Abstract

One of the most important factors in understanding customer behavior is identifying their expectations. Therefore, this study in order to design customer expectations model for platform with agent-based model approach. At first, for finding customers and servants expectations was used of semi-structure interview and then was done automatic clustering with using meta-heuristic algorithms in order to find different factors. Then, with the factor-based simulation approach, the model was designed in Any Logic software. After designing the model, using design method of Taguchi experiments (Qualitek-4 software), scenarios for the growth and development of the platform based on effective factors (liquidity the quality of communication and trust) designed on four levels and finally simulation was performed and scenarios were examined in the simulation environment. the research results showed that the appropriate level of platform growth and development indicators in the fourth level of liquidity, the fourth level of communication quality and the fourth level of trust. In addition, after implementing the optimal scenario in the simulation environment was determined that the percentage of value created on the Instagram platform due to the implementation of the desired scenario is equal to 0.934.

Keywords

• expectation modeling
• agent-based simulation
• taguchi experiments
• instagram platform