Research On The Driving Factors Of Interaction Orientation And The Mechanism Of Its Effect On Enterprise Service Innovation Performance

Innovation is the inexhaustible driving force for the survival and development of enterprises,and how to improve the performance of service innovation has always been the core issue of enterprises.In recent years,with the rapid development of mobile Internet technology,the interaction between enterprises and customers is increasing day by day,and the internal and external environment for the development of enterprises has also undergone great changes: On the one hand,customer needs show the characteristics of diversification,personalization and rapid change,which puts forward higher requirements for enterprise services;On the other hand,the change of the customer’s role has led to the gradual formation and application of the interactive orientation with the concept of "value co-creation" in enterprise practice.Interaction orientation refers to the ability of enterprises to interact with individual customers and establish a good relationship to obtain long-term benefits.It reflects the precise service mode of enterprises in the mobile Internet era.Therefore,for customer-oriented service enterprises,the implementation of interactive orientation is an important strategic choice for enterprises to meet customers’ personalized needs,carry out service innovation and improve service innovation performance.However,through combing the relevant literature of interaction orientation,it is found that although the existing research has explored the concept,structure and impact of interaction orientation and has achieved some research results.But the mechanism of interaction orientation on enterprise service innovation performance is not clear,and the research on whether there are contingency factors in the process of interaction orientation on service innovation performance has not been paid enough attention.Based on this,this paper analyzes the internal mechanism of interaction orientation on enterprise service innovation performance from the perspective of resources and capabilities,and focus on the following research issues: Firstly,what is the impact of interaction orientation on service innovation performance;Secondly,what is the specific path of interaction orientation affecting the performance of enterprise service innovation;Thirdly,whether there are contingency factors in the process of interaction orientation acting on the performance of enterprise service innovation.However,before answering these questions,it is necessary to explore the prerequisite for the emergence of interactive orientation,that is,the driving factors of interactive orientation.This is because as a strategic choice of enterprises,interactive orientation is a complex and dynamic process,which is bound to be affected by a variety of factors.Revealing the core driving factors of interaction orientation can not only provide clearer research ideas for exploring the mechanism of interaction orientation on enterprise service innovation performance,but also logically trace back the key driving forces of enterprise service innovation performance improvement.Therefore,this paper carry out two sub-studies: The study on the driving factors of interaction orientation(sub-study 1)and the study on the mechanism of interaction orientation on enterprise service innovation performance(sub-study 2).Sub-study 2 is the core research of this paper,and sub-study 1 is the prerequisite research of sub-study 2,which lays the foundation for the research of sub-study 2.Based on configuration theory and strategic choice theory,sub-study 1 extracted five driving factors of interaction orientation,namely environmental dynamics,normative pressure,decentralization,participatory leadership and employee motivation.By using fuzzy set Qualitative Comparative Analysis(fs QCA)to analyze 305 valid data,multiple configuration paths that affect interaction orientation are explored.Based on the resource-based theory and dynamic capability theory,sub-study 2 constructed the external action path of interaction orientation-customer knowledge acquisition-service innovation performance and the internal action path of interaction orientation-organizational routine updating-service innovation performance.By combining the two paths,it further discussed the action process of interaction orientation-customer knowledge acquisition-organizational routine updating-service innovation performance.By introducing the adjustment variable of organizational absorptive capacity,this paper constructs an integrated model of interaction orientation on the mechanism of service innovation performance,and puts forward 32 research hypotheses.With the help of 514 valid data collected,the theoretical model is tested by SPSS26.0 and AMOS26.0.This paper draws the following conclusions: First,interaction orientation is the result of the combined action of five influencing factors: environmental dynamics,normative pressure,decentralization,participatory leadership and employee motivation in a variety of ways.Among them,high interaction orientation has three configuration paths,non high interaction orientation has one configuration path,and the reasons for high interaction orientation and non high interaction orientation are asymmetric.Second,interaction orientation and its dimensions have a significant positive impact on service innovation performance.Third,customer knowledge acquisition has a partial mediating effect between interaction orientation and service innovation performance.Fourth,organizational routine updating has a partial mediating effect between interaction orientation and service innovation performance.Fifth,customer knowledge acquisition and organizational practice updating play a chain intermediary role between interaction orientation and service innovation performance.Sixth,organizational absorptive capacity positively regulates the relationship between customer knowledge acquisition and service innovation performance,but organizational absorptive capacity does not significantly regulate the relationship between organizational routine updating and service innovation performance.At the same time,organizational absorptive capacity positively regulates the intermediary role of customer knowledge acquisition between interaction orientation and service innovation performance.Taking service enterprises as the research object,this paper discusses the driving factors of interaction orientation and the mechanism of interaction orientation on enterprise service innovation performance,which has certain theoretical value: Firstly,it clarifies the causes and development context of interaction orientation,and deepens the understanding of the connotation of interaction orientation;Secondly,it identifies multiple driving paths and its core conditions of interaction orientation which improves the antecedent integration model of interaction orientation;Thirdly,it explores the specific path of interaction orientation affecting service innovation performance,enriches the research of resource-based theory and dynamic capability theory from the perspective of customer knowledge acquisition and organizational practice updating;Fourthly,it reveals the boundary role of organizational absorptive capacity in the process of interaction oriented service innovation performance through customer knowledge acquisition,and further clarifies the transformation mechanism from interaction oriented to service innovation performance.At the same time,this paper also provide some practical value: Firstly,it helps to provide a variety of solutions for enterprises to strengthen the deep interaction with customers,and promote the effective implementation of enterprise interaction oriented strategy;Secondly,it helps enterprises to enhance the driving force of service innovation from the perspective of external knowledge acquisition and internal knowledge update;Thirdly,it helps enterprises better understand the role of organizational absorptive capacity and improve the efficiency of transforming knowledge into performance.