The Influence Of Renmai On Customer Value Innovation

In the process of development of market economy, with intensified competition and cumulative consumer experience, the demand of customers is changing rapidly. If the enterprises’customer value proposition cannot match the rapidly changing customer demand, they will gradually lose their competitive edge and fall behind their competitors. In order to gain the competitive advantage, enterprises need continuous innovation in customer value. Therefore, customer value innovation is becoming a hot topic of the academic study. Existing research mainly look at enterprises’dynamic capability, strategic orientation and other affecting factors to customer value innovation, but less involved in the impact of Renmai on customer value innovation. Since China is a relationship-oriented society and Renmai plays and important role in the production and daily life, probing the influence of Renmai on customer value innovation will provide evidence to the phenomenon exist in reality, and revealing the influence mechanism will enrich customer value innovation theory and guide practice.This dissertation takes B2B companies as the subjects. In order to find out the influence of Renmai on customer value innovation, this dissertation focus on Renmai and customer value innovation two core concepts, and carried out research work in the following three stages:Firstly, on the basis of literature review and depth interview, the dissertation identifies three elements to measure Renmai, they are range, quality and energy. Furthermore, the dissertation performs operational measurement and develops the scale. Test results show that the scale has good reliability and validity.Secondly, in order to find out the influence of Renmai on customer value innovation, the dissertation builds three models:"Renmai → customer value innovation" is the direct effect model, " Renmai → customer participation → customer value innovation" is the based model, " three dimensions of Renmai → two dimensions of customer participation → customer value innovation" is the extended model. Empirical tests are performed on those models. The test result of direct effects model shows that Renmai has direct influence on incremental and radical customer value innovation. The test result of based model indicates that Renmai and customers participation have strong relationship. Renmai not only has a direct influence on incremental customer value innovation, but also indirectly affect incremental customer value innovation through customer participation; Renmai only influence radical customer value innovation through customer participation. The test result of extended model shows that the range and quality of Renmai affect incremental and radical customer value innovation work only through information sharing and cooperative behavior; the energy of Renmai not only has a direct influence on incremental customer value innovation, but also has indirect influence on incremental customer value innovation through information sharing and cooperative behavior; the energy affect radicle customer value innovation only through information sharing and cooperative behavior. The range of Renmai has the greatest influence on cooperative behavior and the quality of Renmai has the greatest influence on the information sharing. Information sharing has a significant positive effect on incremental and radical customer value innovation. Cooperative behavior only impact incremental customer value innovation, and has no impact to radical customer value innovation.Finally, the dissertation examines the boundary conditions that promote incremental and radical customer value innovation to take effective. The results show that the market-driven orientation plays a positive regulatory role between customer participation(and the two dimensions) and incremental customer value innovation, and plays negative regulation role between customer participation(and the two dimensions) and radical customer value innovation; drive-market orientation does not have significant regulation effect between customer participation(and the two dimensions) and incremental customer value innovation, and has positive regulation effect between customer participation(and the two dimensions) and radical customer value innovationThe innovations of this dissertation are:(1) Extracts the three elements of Renmai and develops the measurement scale which established foundation for the conceptual and measuring foundation for the theoretical research of Renmai. (2)Exploration the influence mechanism between Renmai and customer value innovation, open the black box of the transformed contacts between Renmai and customer value, riching the empirical research and expanding the antecedents for customer value innovation. (3)Found that both marketing-oriented (market driven orientation, drive market orientation) are moderator between customer participation and its two dimension (information sharing, cooperative behavior) and two types of customer value innovation (incremental customer value innovation, radical customer value innovation); drive market orientation is the moderator between customer participation and its two dimension (information sharing, cooperative behavior) and radical customer value innovation, deepen the theoretical study for conditions of customer value innovation.