Study On Influence Mechanism Of Customer Participation In Value Co-creation

With the development of technology and the business environment, customer exp-erience has been paid more and more attention, economic type exchange from serviceeconomy to experience economy.The traditional enterprises-oriented value creation m-odel has not suited the times, a new model of letting customers participate in value c-reation showing their competiticeness. Customer’s role has undergone a fundamentalchange, they have been involved in the corporate value creation process and increasei-ng influence for the enterprise, the co-creation of value has become a new source of c-ompetitive advantage. The enterprise must face the challenges that grasping the lawsof customer demand patterns and establishing the operating mode which more meet customer demand.Based on the above background, this paper propose elaborated antecedents influ-encing factors, value creating process and result elements and establish the influencemechanism of customer participation in co-creation value model and empirical studybased on studies in defining the core concept of co-creation value. First, co-creation v-alue as a high level of customer engagement model, this paper statistic domestic andforeign research on customer participation antecedent factors and determined the fourantecedent elements: customers organizational socialization, interaction fairness, uniq-ue needs and perceived risk, co-creation value process:co-creation value behavioral a-nd experiential value, the outcome variable of co-creation value customer loyalty. Se-condly, take the medical services industry for the empirical study, design questionna-ires to collect data, and using SPSS and SmartPLS software for analysis. Finally, Dra-w appropriate conclusions based on the result of data analysis and give managementadvice and research limitations.The result of study show that interactive fairness, unique needs and perceived riskwere able to significantly create a positive impact on the behavior of co-creation. Ther-e is a significant positive relationship between behavior of co-creation and experienc-e, there is also significant positive relationship between value of experience andcustom mer loyalty. Therefore, the enterprise should establish a fair sense of service,standard service processes and service standards, take a attention to customer’s uniqueneeds and increase transparency between customers and develop effective strategiesto improve customer trust,. Finally, build efficient and smooth interactive environment and promote a positive customer experience value, promote enterprisetransformation and obtain customer loyalty.