顾客参与对新服务开发影响机制研究——基于组织学习的视角

Impact Mechanisms of Customer Participation on New Service Development Based on Organizational Learning Perspective

站在服务业企业的视角,结合组织学习理论,提出了顾客参与对于新服务开发影响机制的概念模型,并通过对长三角200余家服务业企业进行问卷调研的方式,对概念模型进行了结构方程验证。研究发现,组织学习意图和企业吸纳顾客参与新服务开发的广度和强度呈显著正相关;其次,顾客参与强度对新服务开发的财务绩效、市场绩效和创新绩效均具有明显地正向促进作用,而顾客参与广度对新服务开发绩效的作用效果则不显著;最后,组织学习能力在顾客参与强度对新服务开发绩效的影响过程中起到正向调节作用。

In the perspective of service enterprises, combining organizational learning theory, this paper establishes a conceptual model about how customers involving influence new service development, and through collecting questionnaires from more than 200 service enterprises in the Yangtze River Delta, the paper tries to verify the conceptual model by structural equation model. The research conclusion can be summarized as the following,firstly,there is a significant positive correlation between organizational learning intentions and the breadth and strength the enterprises absorb customers participate in the new service development. Secondly, customer participation strength has obviously positive influence on the financial performance, market performance and innovation performance in new service development, but the correlation between the breadth of customer participation and the new service development performance is not significant. Finally, organizational learning capability plays a positive moderator role in the process that customer participation strength affect the performance of new service development.