The Analysis of Mobile Phone Consumers’ Behavior by Combining System Dynamics (SD) and Agent-based Modelling (ABM)

Subject Areas : Business Strategy

Navid Nadimi ¹ ( Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran )
Abbas Toloie Eshlaghy ² ( Department of Management, Science and Research Branch, Islamic Azad University , Tehran, Iran )

Received: 2021-05-09 Accepted : 2021-08-23 Published : 2021-06-01

Keywords: Hybrid Simulation, Agent-Based Modeling- Digital Platform, Systems Dynamics, Ecosystem,

Abstract :

The purpose of this paper is to prepare a hybrid simulation model of system dynamics (SD) - agent-based modeling (ABM) to investigate the mobile service consumers’ behavior in the country. By using the suggested in this article, first the necessity to analysis consumers’ behavior is explained and then the effective factors on mobile ecosystem which influence the consumers’ behavior are explained.For each factor affecting on the ecosystem, related simulations were performed and then by combining system dynamics modeling - agent -based modeling, the behavior of mobile service consumers in the first operator of the country (Hamrahe Aval Company) was examined and finally the income affected by that behavior is analyzed.Results indicated that if no funds by the operator are allocated to the development of native applications and digital platform, after 2 years, the number of active customers of the operator will decrease because of the activities of cultural organizations. By the operator entering into the field of native application production and digital transformation, consumers tended to use more data services instead of voice calls, but because of different data and voice tariffs, the operator's income will not change much in the next 2 years. With the increase of marketing and advertising activities, despite the greater consumer inclination to use data, the main income of the operator decreases, which also needs more attention of policymakers in this area.

References:

Azimi, p. (1395). Introduction of factor-based simulation models.

Borshchev, A. (2017). From System Dynamics and discrete event to practical agent based modeling.

Borshchev, A; Grigoryev, I (2013). The Big Book of Simulation Modeling Multimethod Modeling with AnyLogic 8.

Carmichael, T. and Yang, Z. (2020). Proceedings of the 2018 Conference of the Computational Social Science Society of the Americas (Springer Proceedings in Complexity). Part of: Springer Proceedings in Complexity (45 Books) .

Eremia, M. and Shahidehpour, M. (2020). Handbook of Electrical Power System Dynamics: Modeling, Stability, and Control (IEEE Press Series on Power and Energy Systems 92) .

Garcia, J. M.  (2021). Agent-Based Modeling and Simulation I: Practical guide to the analysis of complex systems .

García, J. M. (2020). System Dynamics: Modeling, Simulation and Analysis: Practical guide with examples for the design of industrial, economic, biological, engineering and environmental models.

J.Hidayati. (2019). Customer behavior for telecommunication service provider. Journal of Physics.

Jaliliyan, A. (1395). Consumer behavior (P 34)         

Khanzadi, M. (1397). Combined modeling in construction projects using a combination of system dynamics simulation approaches and factor-based modeling. Scientific Journal of Engineering and Construction Article, 157-173.

Mao, Y. (2009). User Participation Simulation For Online Communities: System Dynamics and agent-based modeling .

Na’ami, A, (2015). Dynamic analysis of consumer behavior. International Journal of Economics, Management and Trade

Popkov.T (2018), Multi-approach Simulation Modeling: Challenge of the Future.

Railsback, S and Grimm, V (2019). Agent-Based and Individual-Based Modeling: A Practical Introduction, Second Edition .

 Randy Gimblett , H. (2002). Integrating Geographic Information Systems and Agent-Based Modeling Techniques for Simulating Social and Ecological Processes (Santa Fe Institute Studies on the Sciences of Complexity).

Saremi, M (1389. Process gap analysis for Business Process Reengineering projects: (Case study in Mapna Company)

Schieritz, N. a. (2003). Emergent structures in supply chains-a study integrating agent-based and system dynamics modeling. 36th Annual Hawaii International Conference on System Sciences.

Sotomayor, M.  Pérez-Castrillo, D. et al. (2020). Complex Social and Behavioral Systems: Game Theory and Agent-Based Models (Encyclopedia of Complexity and Systems Science Series) .

Sterman, J. and Sterman, J. D.  (2000). Business Dynamics: Systems Thinking and Modeling for a Complex World .

Tesfatsion, L., and Judd, K. L., eds. 2006. Handbook of Computational Economics Vol. 2: Agent-Based Computation- al Economics. Amsterdam, The Netherlands: Elsevier.

Wallentin, G. (2016). Dynamic hybrid modelling: Switching between AB and SD designs of predator-prey model. Ecological modeling.

Wang, J. (2013). An agent-based hybrid service delivery for coordinating internet of things. Journal of Network and Computer Applications.

Wilensky, U and Rand, W. (2015). An Introduction to Agent-Based Modeling: Modeling Natural, Social, and Engineered Complex Systems with NetLogo (The MIT Press)