The Study Of Relationship Between Interaction And Value Co-Creation Base Perspective For Service Dominant Logic

As the rapid development of technology, the interactivity between customers andenterprises has enhanced greatly. Value-creating is an interactive process betweencustomers and enterprises, including direct or indirect interaction, and the high qualityinteraction can create unique experiences, this interaction will be competitive advantagesof enterprises‘new resources.Service dominant logic emphasizes customer is the value creator, the interactionbetween enterprise and customers can inspire more innovative products or services forboth, improve the relational value between the two parties, further improve the enterprise’sprofit value. Based on the perspective of service dominant logic, the aim of this study is toanalyze how the interaction between customer and enterprise to affect the valueco-creation.Through the literature review, this study divides the interaction into three dimensions:customer empowerment, information sharing and interpersonal interaction; in addition,value co-creation contains profit value, relational value, and innovative value.Develop the research framework which includes the interaction between customerand enterprise, market environment and value co-creation, interaction as independentvariables, the market environment as a regulation variable, value co-creation as thedependent variable, using the statistical software of SPSS17.0to analyze the data. Firstusing spss17.0to analyze the data with the methods of reliability and validity analysis toverify scale of the research; Then using the descriptive sample analysis, analysis ofvariance, correlation analysis and regression analysis to study the deep relationshipbetween variables; Finally, based on theory and empirical analysis, this paper summarizesthe interaction has a significant influence to the profit value, relational value andinnovation value. Both of relational value and innovation value have a remarkable impacton profit value. The market environment plays a regulatory role in the relationshipbetween interaction and value co-creation. Based on the assumption of the study, I will putforward some suggestions for the enterprise.