The study of customer system robustness based on the negative word-of-mouth

The purpose of this paper is to study the robustness of customer system under the influences of negative word-of-mouth. In defining the combination of total customers of a business organization as customer system, the aggregate behavior of the system is simulated by the cellular automation model. It is found that the robustness of customer system is affect mainly by the closeness of information contact among the subunits and the customer satisfaction as well as it is confirmed that customer system will evaluate to the criticality state in certain condition. The practice implication on the decision of customer retention is discussed on the basis on findings.