A Study On The Influence Of Customer Satisfaction On Customer Innovation Behavior:Evidence From Three Innovative Catering Firms In Changsha Pedestrian Mall

As a typical transitional service industry, catering industry becomes more and more fierce competitive, and especially in Changsha City with a good reputation of “Capital of Food”, the business managers of catering industry faced intense pressure while the consumers are of the picky taste and fickle in affection. Thus, to forward new dishes and service innovation has become the key issue to attract customers in the fierce competition and to keep the invincible position. And the innovation of the traditional enterprise leading behavior is gradually replaced by the leading innovation mode dominated by consumers. And especially in the context of communication technology, the frequency and depth of the consumers to participate in the process of enterprise innovation is rising. Coming up from the root of the enterprise innovation demand, effective service innovation is, in fact, in order to meet the potential demand of consumers, in other words, is to enhance customer satisfaction. Customer satisfaction, in turn, became the motivation to inspire customer innovation behavior.Therefore, this paper aimed at the influence of customer satisfaction on customer innovation behavior, and estimated the basic hypothesis of customer's satisfaction on innovation behavior based on the customer questionnaire survey of three catering firms in Changsha Pedestrian Mall. First of all, with open data through the network and interview with the executives, this paper found the existing problems about customer evaluation and innovation characteristics. Then, through literature review from two dimensions about customer satisfaction and customer innovation behavior, this paper established a theoretical analysis framework about the impact of customer satisfaction on its innovation behavior, and put forward the basic assumptions about the impact path. Based on this, this paper estimated these assumptions above using the three catering firms. Finally, combining with the results of theoretical analysis and empirical test, according to the problems on the service innovation of the three foods and beverage firms, this paper put forward corresponding solving measures.This paper found that:(i) the three catering firms, with the core competitiveness of innovative ideas, mostly depends on the innovation of enterprise internal resources, this innovation mode of relying on internal resources enterprises under pressure;(ii) the theoretical analysis showed that the customer innovation behavior can be used by the firms, and this can effectively improve the efficiency of the innovation. Customer satisfaction has important influence on its innovation, and customer satisfaction affects the customer innovation behavior through the three aspects of generation, research and performs;(iii) empirical research found that customer satisfaction has a significant positive effect on the generation and research of innovation behavior, but a not significant effect on the performs behaviors. It means that external power, such as the appropriate incentives, is needed to get through the path of customer satisfaction influence on its innovation behavior execution.