基于顾客参与视角的服务价值共创研究

Research on Service Value Co-creation from Customer Participation Perspective

服务创新是近年服务业研究的主流,联合顾客进行服务创新是第三产业的发展趋势。在企业微观层面,基于顾客参与视角,从经济学和管理学角度梳理了企业与顾客进行价值共创的理论研究与商业实践,探寻企业和顾客参与价值共创的动因。与顾客在传统服务过程中的被动享受服务不同,在价值共创中顾客将成为服务的参与者、传递者甚至替代者。服务企业应当从技术性、艺术性、知名度和相似性等多角度遴选参与价值共创的顾客,并通过强化顾客角色、合法化认同等方式强化价值共创模式,实现从顾客满意度提升到大众消费人群购买意愿提升的跨越。

Service innovation has become a hot research of service industry in recent years, and service innovation combined with customers is a development trend of tertiary industry. This paper makes theoretical research and business practice when enterprises and customers make value co-creation fromenterprise＇s micro perspective, customer participation perspective, economics and management perspective, and then explores their motivation of participating in value co-creation fromthe perspective of business and consumer. Different fromthose customers who are passively enjoying service in the traditional service, customers wil become participants, transferors, and even substitute in the value co-creation. Therefore, service enterprise should select customers participating in value co-creation frommultiple perspectives, such as technicality, artistry, popularity, similarity and so on, and promote from customers＇ satisfaction to mass consumption people＇s purchase intention increase by strengthening customer role, legitimization and other methods to reinforce co-creation model.