Research On The Circular Mechanism Of Experience Quality,Customer Engagement And Quality Innovation

For many years,customer focus has been one of the core themes in the academic and practical fields of quality.Customer relationship management in the field of quality management has evolved from initially focusing on customer satisfaction to focusing on customer loyalty,customer experience,customer engagement and so on.Under the background of service-dominated logic,customers not only have transaction behavior with enterprises,but also may have psychological identification and behavioral interaction with enterprises,that is,customer engagement.In business practice,positive customer engagement and negative customer engagement often exist simultaneously.Compared with positive customer engagement,negative customer engagement is more likely to attract the attention of enterprises and has a greater impact.However,there are few comprehensive discussions on positive and negative customer engagement in the academic circle,and the concepts,antecedents and functions of positive and negative customer engagement need to be deeply studied.Experience and innovative participation are the essential attributes of customer engagement.Previous studies have mostly discussed the close relationship between customer experience,innovation and customer engagement.While experience quality drives and strengthens customer engagement,customer engagement also drives customer participation in enterprise experience quality innovation.There are few empirical studies on the influence mechanism of experience quality on customer engagement and customer engagement on quality innovation,and there is little discussion on the behavioral interaction between customer engagement behavior and enterprise quality innovation behavior based on rationality,which is difficult to sufficiently support the theoretical system of the relationship between experience quality innovation and customer engagement.This study aims to investigate the mechanism of interaction among experience quality,customer engagement and quality innovation.Taking positive customer engagement and negative customer engagement as the main line,this study focuses on the virtuous circle of customer engagement and quality innovation and finally explores three questions:"How does experience quality affect positive and negative customer engagement?""How does positive and negative customer engagement affect quality innovation?" "How do customer engagement behavioral strategies interact with firms’ quality innovation behavioral strategies?".To solve the first two problems,this dissertation builds theoretical models based on the customer engagement cycle theory and the SOR framework,collects data from the perspective of customer and enterprise innovator perception by questionnaire,and uses structural equation model to analyze and verify the theoretical model.For the third problem,this dissertation analyzes the behavior strategies and influencing factors of the two groups of customers and enterprises,models and analyzes the customer engagement and quality innovation in the three stages of quality innovation based on evolutionary game theory,and uses MATLAB software for evolutionary simulation.First,this dissertation investigates the influence mechanism of customer experience quality on customer engagement.This dissertation reviews and extends the customer engagement cycle theory and considers customer engagement valence and customer engagement intrinsic demand motivation,constructs a dual-path cycle model of customer engagement,and proposes two paths for experience quality to influence the formation and enhancement of customer engagement.One is"experience quality→customer satisfaction and customer dissatisfaction→positive and negative customer engagement"which emphasizes customer psychological response,and the other is "experience quality→new expectation→positive and negative customer engagement" which emphasizes customer intrinsic demand motivation.Based on the dual-path cyclic model of customer engagement,we comb through the literature and propose research hypotheses such as the direct influence of experience quality on customer engagement,the mediating role of customer satisfaction,customer dissatisfaction and new expectations,and the moderating role of customer professionalism to build a structural equation model of customer engagement formation.The research hypotheses in the structural equation model are verified by collecting data from customers.The results show that experience quality has direct and indirect effects on positive and negative customer engagement,customer satisfaction,customer dissatisfaction,and new expectations play a mediating role in the relationship between experience quality and positive and negative customer engagement,and customer professionalism moderates the relationship between positive customer engagement and customer satisfaction and new expectations.Second,this dissertation investigates the influence mechanism of customer engagement on quality innovation.This dissertation considers two types of external stimuli,positive customer engagement and negative customer engagement,and considers the intrinsic motivation of innovators’ active and passive quality innovation behavior from the perspective of innovation effectiveness and innovation pressure,and constructs a dual-path cycle model of quality innovation.Then,two paths of customer engagement affecting quality innovation are put forward:one is "positive and negative customer engagement→innovation efficiency→active and passive quality innovation",the other is "positive and negative customer engagement→ perceived customer expectation enhancement→customer pressure→active and passive quality innovation".Based on the dual-path cyclic model of quality innovation,we comb through the literature and propose research hypotheses such as the direct influence of customer engagement on quality innovation,the mediating role of innovation effectiveness,perceived customer expectation enhancement and customer pressure,and the moderating role of innovation strategy to build a structural equation model of the influence of customer engagement on quality innovation.The research hypotheses in the structural equation model are verified by collecting data from enterprise innovative employees.The results show that positive and negative customer engagement has direct and indirect effects on active and passive quality innovation.Three variables,namely,innovation efficiency,customer pressure and perceived customer expectation enhancement,mediate the relationship between customer engagement and quality innovation.In addition,the developmental innovation strategy of external innovation sources can amplify the effect of customer engagement on employees’ sense of efficacy and pressure to innovate more than the exploratory innovation strategy,which ultimately promotes employees’ quality innovation.Third,this dissertation investigates the three-stage evolutionary game of customer engagement and quality innovation.In this dissertation,according to the characteristics of the role of customer engagement in quality innovation,the stages of quality innovation are divided into quality innovation project establishment stage,quality innovation implementation stage and quality innovation market launch stage,and then we make a situational analysis of the three stages of quality innovation,the different behavioral strategies of customers and enterprises in the three stages are clarified,the influencing factors of the behavioral choices of customers and enterprises in the three stages of quality innovation are analyzed.Finally,the evolutionary game model of customer engagement and quality innovation in the three stages of quality innovation is established,the evolutionary stability points and conditions of the evolutionary game model are analyzed,and evolutionary simulation calculations are conducted to analyze the impact of changes in key influencing factors on the changes of evolutionary stability results.The results show that in the quality innovation project establishment stage,changes in corporate rewards can,under certain circumstances,lead to improvements in the evolutionary stabilization strategies of customers or enterprises;the reductions in corporate revenue distribution coefficients can promote the evolutionary stabilization strategies of customers or enterprises in a benign direction;the improvements in customer socialization and influence abilities can only lead enterprises to switch to active quality innovation.In the quality innovation implementation stage,changes in two customer factors,customer engagement and customer socialization and influence ability,can improve the evolutionary stabilization strategy of customers or enterprises in some cases,and the reduction of innovation costs by enterprises can improve the evolutionary stabilization strategy of customers or enterprises,while the improvement of resource absorption capacity of enterprises,the change of enterprise’s innovation income distribution coefficient,and the increase of incentives for sharing innovation resources with customers by enterprises cannot make customers’ and enterprises’ stabilization strategies evolve in a benign direction.During the quality innovation market launch stage,increased customer recommendation effects can promote an enterprise’s choice to fully promote a new experience,and the promotion of effective recommendation reward can promote customers to recommend the new experience to other customers.This dissertation inductively constructs a dual-path cycle model of customer engagement and quality innovation from a perceptual perspective and three-stage evolution models of customer engagement and quality innovation from a rational perspective based on the research results.It reveals the interaction mechanism and evolution mechanism of customer engagement and quality innovation,enriches the theoretical system of customer engagement and experience quality innovation,and provides in-depth insights for customer relationship management,quality management and innovation management practice.This dissertation has important theoretical contributions:First,this dissertation comprehensively discusses the positive and negative dimensions of customer engagement,reveals the concept,antecedents and impacts of positive and negative customer engagement,and builds a more practical and perfect comprehensive theoretical framework of customer engagement;Secondly,based on the two research results,this dissertation proposes a dual path cycle model of customer engagement and quality innovation,establishes a big cycle of experience quality→customer engagement→quality innovation→new experience quality,and systematically reflects the mechanism of customer engagement and quality innovation;Finally,this dissertation constructs a three-stage evolutionary game model between customers and enterprises,which systematically reflects the interaction and evolution mechanism between customers and enterprises from a dynamic perspective.At the same time,the conclusions of this dissertation provide insights into the practice of customer relationship management,quality management and innovation management:First,the conclusions of this dissertation provide a basis for enterprises to identify opportunities for experience improvement,which can help enterprises determine the priority of improving the characteristics of experience quality.At the same time,they reveal the important logic of the endless improvement of experience quality,and urge enterprises to continue to improve quality;Secondly,this dissertation reveals the driving mechanism of positive and negative customer engagement for quality innovation,which enlightens enterprises not only to integrate positive customer innovation resources,but also to pay attention to negative customer engagement;This study reveals the three-stage evolution mechanism of customer engagement and quality innovation.Enterprises can appropriately adjust the level of key factors according to the specific stages of quality innovation to promote the evolution of quality innovation and customer engagement to a benign direction,and maximize the value of customer engagement for quality innovation.