The Impact Mechanism Research Of Customer Participation Breadth On Customer Satisfaction In Manufacturing Enterprise

With the economic globalization and the changes in consumer demand patterns, the internal and external environment of manufacturing get emerge changes, the situation that manufacturing relies on technology and product to gain competitive advantage no longer exists. As the need of customers became diversify and personalization, manufacturers have begun to put the customer participation into the process of creating products and services. Since the 1980 s, the total quality management activities was considered to be the best source of the competive advantage, after the 1990 s, companies pay more attention to the feedback of customers about the quality, the standard of high quality gradually changed from zero defect and right the first time of internal process to the comprehensive customer satisfaction. Therefore, the relationship between customer satisfaction and customer participation in the process of manufacturing enterprises in product and service innovation becomes particularly important.After reading related documents of service innovation, customer participation and customer satisfaction, this paper established a model to explode the influence mechanism of customer participation breadth and the customer satisfaction, and explored the effect of customer participation breadth to the customer satisfaction, the mediating effect of perceived control and positive emotional experience in the relationship of customer participation breadth and the customer satisfaction, and the regulating effect of customer knowledge. Then, in this paper, we obtain the data which the model and hypotheses need by the method of questionnaire survey. By regression analysis to analysis the model and assumptions, the study found that: customer participation breadth can positively affect the perceived quality, some dimensions of perceived quality can positively affect the customer satisfaction, perceived quality plays the mediating roles in the relationship of customer participation breadth and customer satisfaction, perceived control and positive emotional experience plays an mediating roles in the relationship of customer participation breadth and the perceived quality, customer knowledge can adjust the relationship between the customer participation breadth and some dimensions of perceived quality.Meanwhile, based one the empirical analysis, this paper gives the manufacturing enterprise some practical advice to enhance customer satisfaction. in the process of manufacturing getting on customer participation, they need try to improve the breadth of customer participation, and guide customers to participatemore stages; then, they should pay more attention to interact with customers and emotion care to increase the controlling sense and emotion experience; meanwhile, customer education and training is important to increase the knowledge of customer. Only by these ways, can get the greatest extent of customer satisfaction.