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The CubSim model is a generic, reusable agent-based model developed to examine the factors affecting customer retention in the UK mobile market. The model development process involves creating artificial agents mimicking attributes and behaviours of their real-world counterparts. In outline, agents represent customers and agent relationships represent processes of agent interaction.
The decision making process of the agents are based essentially on evaluating satisfaction resulting from interaction with their service provider. The final decisions of the agents on switching their network provider are based on the amalgamation of interactions among all channels, including social network, interaction with the service provider and interaction with the competing operator. The agent’s decision is influenced by two external stimuli and one internal stimulus. The external stimuli are offers from
