The Relationship Between Customer Participation And Service Innovation Performance

Today,the globalization of economy and service is thriving,the national economic benefits and the social economic competition depend a large on service industry to promote.But because external environment is complex and competition of market is increasingly fiercer,service industry enterprises have recognized that they can not only rely on their own resources to content the rapidly changeable market requirement.If want to acquire long-term advantages in completion,the enterprise must find out the new development strategy.Service innovation has become the key way to acquire long-term advantages for these service industry enterprises.Nevertheless,studies show that more than 40 percent of service innovations make the efficiency worse than before rather than get the ideal one,and in service industry enterprises,this proportion even achieve to more than half.The main reason leading to this dilemma is the difficulty of service industry enterprise in knowing elaborate knowledge about external environment.Hence,it's particularly significant that searching the relationship between customer participation and service innovation and inducing enterprise to utilize the key resource,customers,scientifically to increase service innovative successful rate.This paper selects B2 C electronic commercial enterprise as the object of empirical research to analyze customer participative effect to service innovation performance.Based on collecting,reading and researching,it proposes a hypothesis model by dividing customer participation into three dimensions to further analyze customer participative effect to service innovation performance in service innovation process and besides,selecting customer knowledge transfer and organization innovative atmosphere as mediator variable and moderator variable respectively.Mainly aim at B2 C,this research makes questionnaire and the data from which will be analyzed by statistical software,SPSS and AMOS.So,we can conclude these by empirical analysis.The first,in the process of customer participation in service innovation,these two dimensions,information sharing and interpersonal interaction,have a directly positive effect on service innovation,but responsible behavior this dimension has no significant influence.The second,there dimensions of customer participation,information sharing,responsible behavior and interpersonal interaction,all have an important positive influence on customer knowledge transfer.The third,costumer knowledge transfer has an significantly positive effect on service innovation performance.The forth,customer knowledge transfer can work as a wholly intermediary in the relationship between customer participation and service innovation performance.The fifth,making an innovative atmosphere can moderate customer knowledge transfer and service innovation performance.Finally,propose some instructive suggestions to service innovation based on the search conclusion.