Research On The Influence Of Customer Particioation On Employee Service Innovation Behavior In Commercial Banks

With the continuous development of society and economy and the improvement of the people’s living standards, the customer demand more and more for service products. Service industry is facing enormous challenge, maybe service innovation is the only way to maintain competitive advantage for service enterprises. Frontline employees play an important role in service innovation, they can find problems in the service because of the direct contact with customers, they can be regarded as the fountainhead of enterprise’s service innovation. Therefore, it has a great significant to discuss the inherent mechanisms of employee service innovation behavior, it is helpful to promote enterprise service innovation and enhance competitiveness of service enterprises, then to win completive advantage for service enterprises. Production and consumption can’t be separated in service, which decides customer will play more and more important role. Customer participates employees’daily work in different levels, and also effects the innovation behavior of employees all the time.This research takes commercial bank as the research subject., and takes the methods of literature review and questionnaire survey for the purpose of exploring the effect mechanism between customer participation and employee service innovation behavior. The research draws several main conclusions as follows:(1) there didn’t have a clear boundary between idea generation and idea implementation which are two stages of employee service innovation behavior, it is a continuous whole process.(2) Customer participation include information share, personal interaction and responsible behavior, all of which have a significant and positive impact on the employee service innovation behavior.(3) Social support from customer and knowledge transfer have significant and positive impact on the employee service innovation behavior.(4) Personal interaction and responsible behavior have influence on employee service innovation behavior, among which Social support from customer have a mediation effect.(5) Information share and responsible behavior have effect on employee service innovation behavior, among which knowledge transfer plays an intermediary role.Through empirical research, this article deepened the understanding of employee service innovation behavior, revealed the mechanism of action between customer participation and employee service innovation behavior, enriched the theory of employee service innovation behavior in the individual lever, and it also had a guiding significance to the commercial banks for enhancing employee service innovation behavior.