顾客参与制造企业服务创新的信任激励机制研究

Study on Trust Motivation Mechanism for Customer Participation in Service Innovation of Manufacturing Enterprises

为了激励顾客参与制造企业的服务创新,根据顾客与制造企业建立良好合作关系的动机,采用委托代理理论,建立信任激励模型,并对模型求解和分析,最后,提出相应的信任激励策略。研究表明:在不完全信息情况下,当顾客是风险规避的,顾客的努力程度、声誉系数、信息共享程度、顾客与制造企业的互动程度与制造企业对顾客的信任激励系数正相关;顾客的成本系数、风险规避系数、产出分享系数、外部环境变量的方差与信任激励系数负相关。如果制造企业给予顾客较高的信任程度,即使给予顾客较低的产出分享份额,顾客也会积极参与服务创新,即信任激励能够达到报酬激励的替代激励效果。

In this paper, in order to motivate the customers to participate in the service innovation of the manufaeturing enterprise, and according to the motive of the customers to form good cooperative relations with the manufacturing entety, rise, we used the principal-agent theory to build the trust motivation model and then analyzed and solved it. At the end, we proposed the corresponding strategies of trust motivation. Through the study, we found that, under incomplete information, when the customer was risk aversive, the effort level, reputation coefficient, and information sharing level of the customer and custmner- manufacturer interaction were positively re].ated to the trust motivation coefficient; while the cost coefficient, risk aversion coefficient, output sharing coefficient, and variance of the external environment variable of the customer were negatively correlated to the trust motivation coefficient. Also, if the manufacturer granted the customer a rather high trust level, even when its output sharing proportion was low, it would still actively participate in the service innovation.