Valencia, Daniel S.Serrano, Jairo E.Gonzalez, Enrique2023-07-192023-07-192022-11-152023-07Valencia, D.S., Serrano, J.E, González, E. SIMALL: Emotional BDI Model for Customer Simulation in a Mall (2022) Communications in Computer and Information Science, 1594 CCIS, pp. 3-18. DOI: 10.1007/978-3-031-19951-6_1https://hdl.handle.net/20.500.12585/12179Modeling customer behavior and exploring the motivations that drive their actions within a shopping mall is the subject of study in multiple works, which has generated new theories in marketing and related areas. However, seen from a computational perspective, the modeling of this system is complex given its emergent behavioral nature. In this paper, we propose a decision support model through a simulation implemented with multi-agent systems emphasizing the emotional BDI model and fuzzy logic decision making. This simulator is used to recognize improvement opportunities for businesses operation within a shopping mall. © 2022, Springer Nature Switzerland AG.16 páginasapplication/pdfenghttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/article10.1007/978-3-031-19951-6_1Agent-based simulatorCustomer simulationEmotional BDIMall simulationPurchasing intentionShopping centersinfo:eu-repo/semantics/openAccessAttribution-NonCommercial-NoDerivatives 4.0 InternacionalUniversidad Tecnológica de BolívarRepositorio Universidad Tecnológica de Bolívar