An agent-based negotiation model for user-adaptive service provision

In the context of B2C service provision, we propose an agent-based service provision model that captures interests of both the consumer and the service provider. Selection of the most suitable service alternative is achieved through a bargaining process whereby both agents rely on a multi-attribute utility-based decision mechanism involving preferences, customer satisfaction, context and cost factors. We opt for a semi-automatic approach in building the composite service to accommodate the practical requirements of real-world service providers while exploiting the dynamicity of agent coalitions. A prototype system for a Swiss army knife utility service is implemented to evaluate the viability of the proposed model in addressing user-adaptivity and provider requirements in a B2C context.