Research On The Effect Of Development-oriented Leadership Behavior On Customer Value Creation

In the 21st century, enterprises are faced with a variety of uncertainties, such as technology updating frequently, excess supply and changes in customer's demand. In this context, it is the key problem in the surviving and developing for enterprises that how to create superior customer value and win customers'loyalty. In recent years, customer value has become the common concern of the top managers and the scholars in marketing and is regarded as a new source of competitive advantage.In the practice of management, many of the leaders in enterprise provided customers with more superior value than their competitors, and have bound the competitive advantage. Nevertheless, some of the top-leaders made their business defeated due to ignoring the customer vlaue. The success or failure cases of the business arose our thought about the issues: which of the superior values should the enterprises provide to customers in the intense market competition environment? What roles do the leaders need to play in the process of creating the customer value? Research on these issues will help to enterprise identifying the customer's value migration, and provide reference for leaders playing appropriate roles and for enterprise building customer value oriented organizational culture. Withal, it is having import significance for practice of enterprise sustaining developing.Therefore, the paper hackled the correlative literatures about organizational behavior and marketing, reviewed the interrelated researches on New leadership theoretics and customer value. Based on these effort, we brought forward that business leaders need to keen to the opportunities in the external environment and be able to describe an attractive vision of business, take their hand to innovation risk, and lead companies to create superior customer value. we called thess behaviors as development-oriented behavior, and pointed out that, on the one hand, development-oriented leadership behavior impact on customer value directly, and on the other hand, development-oriented leadership will inspire employee's attitudes and behaviors positively, and the input of the employee will promote the creation of customer value.Based on the skeleton of research, we brought development-oriented leadership behavior, employee satisfaction, employee commitment, employee devotion and customer value into a framework, constructed the relationship modle on development-oriented leadership behavior impact on the customer value creation, discussed the relationship among the factors, tested the relationship modle and the hypothesis. In succession, we discussed the conclusion and openned out the academic value and the significance for management practice. The detailed content shows on following.First, reviewed the interrelated theories and literatures. We summarized the interelated literatures about the new leadership theories, customer value, employee attitudes and behaviors, which would prived academic base for explainning the variables of the research and constructing the relationship model.Second, constructed the academic modle on development-oriented leadership behavior impacting customer value creation and put forward the hypotheses. We put out that development-oriented leadership behavior impact customer value creation directly, and it inspires employee's attitudes and behaviors positively, and the input of the employee will promote the creation of customer value.Third, Empirical Research. First of all, we empoldered the scales for the study throught Exploratory Factor Analysis(EFA) and Confirmatory Factor Analysis(CFA) which reached the levels of the study on reliability and validity. Secondly, we practised the descriptive statistical analysis on the concerned variables. Then, we tested the theoretical model and the hypotheses adopted the AMOS software, and found all hypotheses supported. Finally, we discussed the results and brought forward the theory and practical significance.Integrated the research, we obtained the following main conclusions: First of all, development-orientde leadership behavior has the directly positive effect on customer value creation observably. Secondly, development-oriented leadership behavior have an important effect on employee satisfaction and employee commitment, and the positive atittude will inspires the employee devotion, and create excellent customer value. Finally, we found the domino offect of the direct effect bigger than the indirect effect.