Research On The Interaction Between Customer And Firm In The Process Of Value Co-Creation

In the context of service economy development today,value creation has become a strategic choice for firm to enhance their core competitiveness.Service dominant logic gives customers new roles,making customer's role changed from passive to active,in the firm to build a variety of platform interactive to value co-creation.The customer-firm interaction can inspire more innovative ideas,improve the relational value between the two parties.With customer to high quality interaction to value co-creation become a source of firm gaining competitive advantage.The customer-firm interaction is the basic realization way of value co-creation,and the value co-creates throughout the whole process of customer-firm interaction.So how does the customer choose the firm,why choose the firm to interact with it,and how does the interaction affect the customer and the firm,the academic community haven't yet given an effective revealing and reasonable explanation currently.Based on this,this paper takes software service industry as an example,from the perspective of value co-creation,by using multi-case study and qualitative analysis of research methods,this paper discusses the mechanism of customer-firm interaction in the process of creating value co-creation and reveal the deep relationship between the variables.This paper divided into two parts.The first part of the theoretical construction,including the second and the third chapter.This part combs the literatures of engagement theory,value co-creation,customer participation and interaction systematically,on the basis of literature and theoretical deduction,by taking value proposition as the interaction antecedent,interactive content and interactive behavior as interactive process,and the value obtained by firm and customer as interactive result,constructed an integrated analytical framework model of customer-firm interaction.The second part is a multi-case study and qualitative analysis,including the forth and the fifth chapter.For the research questions,the sample case enterprises are selected,and the case data are collected and formalized through semi-structured interviews,consulting enterprise documents,project information,with the help of content analysis and Nvivo11 which is a qualitative analysis software,this paper verifies the theoretical assumptions.Besides,we use the case analysis method for further analysis and discussion to verify theoretical framework model and revise the research proposition.The results show that in the process of creating value co-creation,the interaction between customer and firm has the behavior consistency and the situation difference.Value proposition engagement can be divided into function engagement and perception engagement,and then impact product interaction and interpersonal interaction,thus forming different interaction behavior,thereby affecting the interaction results.Interactive results but also have an impact on the value proposition engagement of customer-firm.When customer-firm achieve functional engagement,it is easy to produce product interaction and take more help and feedback behaviors so as to satisfy customers ' practical value,when customer-firm achieve perceptual engagement,it is easy to produce interpersonal interaction and to bring more hedonic value to customers.This paper analyzes the deep influence of interaction antecedents(value proposition engagement),interaction process and interaction result,and further reveals the intrinsic mechanism of customer-firm interaction in the process of creating value co-creation.