顾客参与服务创新的激励问题——理论、实践启示及案例分析

On Motivating Customer Involvement in Service Innovation——Theory,Practice Implications and Case Study

服务创新是促进经济发展与增强企业竞争力的驱动力,而顾客在服务创新过程中扮演着十分重要的角色,了解和满足顾客需求已经成为服务创新一个重要的影响因素。随着顾客越来越广泛地参与到创新过程中,企业需要科学、合理地管理顾客参与,其中对顾客参与激励的管理问题尤为突出。借鉴内/外在动机理论,企业应挑选对服务创新具有较强内在参与动机的顾客参与并给予奖励,建立即时、有效的反馈机制,来自企业和其他顾客群体的社会认可及创新平台体验等是保持顾客参与积极性的手段,且这种激励不应限制或损害顾客参与的内在动机,不应降低顾客的创造力水平。借鉴机制设计理论思路,企业可设计相应的激励机制,使顾客群体能够感受到自己的创新努力得到保护和奖赏,迸发出最大的积极性和创造力,进而在参与服务创新时积极主动地创造有价值、新颖的服务产品。

Service innovation is a driving force in promoting economic development and strengthening firm- competency.Customers play the important role during the process of service innovation;understanding and satisfying customers demand hasbecome an important influencing factor for service innovation. With customers increasingly involved into service innovation,theenterprises should scientifically and rationally manage customer participation,especially the incentive problems. Drawing on thetheory of intrinsic and extrinsic motivation,the enterprises should choose customers with strong motivation of participation andgrant them with rewards;timely and effective feedback system,recognition from enterprises and other customer groups,and theexperience on innovation platform are all the incentive means for the enterprises to maintain customer motivation of participation.And all these incentives should not limit or hurt the intrinsic motivation of customers,and should not reduce customers’capability for creation. Drawing on the mechanism design theory,the enterprises should design the corresponding incentivemechanism,make the customers perceive the protection and rewords from their effort spent on innovation,burst out greatenthusiasm and creativity,and create more valuable and new service products.