企业-顾客价值共创过程中强制型顾客参与效应的理论框架

Theoretical Framework of the Effect of Mandatory Customer Participation in the Process of Value Co-creation between Enterprise-customers

强制型顾客参与是指顾客为确保服务的正常交付在服务过程中以资源形式投入到服务中的程度。尽管随着信息技术的快速发展,顾客在服务交付的过程中承担了不可或缺的职责,但现有研究并未对强制型顾客参与在价值共创中的积极效应及其作用机制展开系统分析。文章在系统梳理已有研究文献的基础上,通过对强制型顾客参与进行概念界定、类型及维度归纳,同时梳理强制型顾客参与的主要驱动因素、作用结果,及强制型顾客参与实现价值共创的过程机理,构建了强制型顾客参与产生积极效应的理论分析框架,对强制型顾客参与的激励机制、影响边界进行了总结,并对未来可能的研究方向进行了展望。

Mandatory customer participation refers to the extent to which customers invest resources in the service process to ensure the regular delivery of services.Although with the rapid development of information technology,customers take on an indispensable responsibility in the process of service delivery,the existing research has not carried out a systematic analysis on the positive effect and mechanism of mandatory customer participation in value co-creation.On the basis of systematically combing the existing research literature,this paper defines the concept,types and dimensions of mandatory customer participation,and combs the main driving factors,main effects and outcomes of mandatory customer participation,and then constructs a theoretical analysis framework of the role of mandatory customer participation in the process of value co-creation between enterprise-customer,and looks forward to the possible research direction in the future.