Customer Orientation Based Multi-Agent Negotiation for B2C e-Commerce

The Multi Agent System MAS model has been extensively used in different e-commerce tasks. Customer orientation is a crucial component of organizational culture and attention to information about customers' needs should be considered a firm's most basic value. In this paper, the authors evaluate a seller agent's various cognitive parameters, such as capability, trust, and desire. The authors also examine customer orientation value for a pair of buyer and seller agents, such as selecting a seller and buyer agent pair using mental and cognitive parameters, customer orientation value for their mutual benefits, and the competitive negotiation factor. The authors provide a deterministic customer orientation computational model, a competitive negotiation computational model between buyer agent and seller agent, and a logical computational model for selection of the best buyer-seller agent pair. With the help of GUI intermediate, final results are shown.