基于顾客体验的价值共创影响机理研究及实证分析

Research and empirical analysis of the impact mechanism of value co-creation based on customer experience

通过总结价值共创理论研究方面的成果,构建基于顾客体验的价值共创前因要素、过程及结果之间的影响机理模型,并提出了路径的因果关系假设。在此基础上,以医疗服务行业为例,通过问卷调查的方式收集数据,运用结构方程模型进行实证分析。研究结果表明,顾客组织社会化、感知公平和感知风险与顾客参与价值共创行为存在正向相关关系,顾客通过参与价值共创可以提升体验价值,并对企业获取顾客忠诚有积极的促进作用。最后讨论了该研究的管理启示与局限。

This article provides an impact mechanism between the theoretical model of the antecedent elements,processes and result of value co-creation.And causal relation is assumed by summing the results of theoretical research.On this basis,taking the medical services industry as example,data through questionnaires and empirical analysis with structural equation is presented.The results show that there is a positive correlation between the participation of value co-creation and customer organizational socialization,perceived fairness and perceived risk.Customer can enhance the experience through participation in value co-creation,gaining access to customer loyalty.Finally this paper discusses the managerial implication and limitations of the study.