Co-Creating Value through Agents Interaction within Service Network

Purpose: The purpose of this paper is to give further understanding on value co-creation mechanisms in B-to-B service network by reinforcing the processes, the relationships, and the influences of other agents where Collaborative Transportation Management (CTM) forms might be best employed. Design/methodology/approach: In order to model the interactions among agents in the collaboration processes and the value co-creation processes, this research used three collaboration cases in Indonesia. The agent-based simulation was used to capture both the collaboration process and the value co-creation process of the three collaboration cases. Findings: The interactions among the agents both inside and outside their collaboration environments determined agent’s role as a value co-creator. The willingness of an agent to accept the opinion of another agent determined the degree of their willingness to co-operate and to change their strategies, and perceptions. Therefore, interaction among agents influenced the size of the value obtained by them in each collaboration process. Research limitations/implications: The findings of the simulations subject to assumptions based on the collaboration cases. Further research is related to how to encourage agents to co-operate and adjust their perceptions. Practical implications: It is crucial for the practitioners to interact with another agent both inside and outside their collaboration environment. The opinions of another agent inside the collaboration environment also need to be considered. Originality/value: This research is derived from its emphasis on how a value is co-created by reinforcing both the collaborative processes and the interactions among agents as well as on how CTM might be best employed