多主体参与的服务创新影响机制研究
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摘要
服务创新过程中如何充分有效地利用企业内外部资源是服务企业面临的重要课题。无论是从理论上还是实践上来看,顾客、员工、供应商等多类主体对于服务创新的影响都是不可忽视的,那么分析多主体参与对服务创新的影响机制和管理机制是我们亟待解决的问题。本研究首先探索了顾客参与这个研究热点中的一些内容并对其进行详细的访谈和实证分析,然后分析了顾客、员工、供应商等参与主体在服务创新过程中的影响效应；并以案例的形式呈现了多主体参与的多种模式和机制。得出如下主要结论：
1、参与服务创新的顾客有四种基本类型
在对服务创新中顾客的角色和顾客参与特点的分析的基础上,通过深度访谈分析得出四种参与服务创新的顾客基本类型：领先型顾客、成长型顾客、逃避型顾客和滞后型顾客。这将为顾客参与的服务创新过程中不同顾客的管理带来方便。
2、顾客满意度在顾客参与和企业服务创新绩效的关系中有中介作用
通过实证研究发现,顾客参与对服务创新绩效有显著正向影响,顾客满意度在顾客参与和服务创新绩效的关系中具有部分中介作用。构建并验证了“顾客参与→顾客满意度→服务创新绩效”作用机制模型,打开了顾客参与对服务创新绩效的影响机制这一“黑箱”。
3、顾客知识管理是多维度的结构
通过实证研究构建了服务创新过程中顾客知识管理的测量量表。得到了包括顾客需要知识的管理、关于顾客知识的管理、顾客拥有知识的管理、与顾客共同创造知识的管理在内的四个维度、每个维度有两个因子的测量工具。实证分析结果表明,量表具有较好的信度和效度。
4、顾客知识管理各个维度对企业服务创新能力影响不同
“关于顾客知识的管理”和“与顾客共同创造知识的管理”对服务创新能力有显著正向影响,而“顾客需要知识的管理”和“顾客拥有知识的管理”对服务创新能力的影响并不显著。这对服务创新过程中顾客参与的管理具有重要意义。
5、顾客满意度在顾客参与和员工创新行为的关系中起中介作用
采用问卷调查法进行结构方程分析,得出实证结果包括：顾客参与对员工创新行为的影响；顾客满意度对员工创新行为的影响；创造性地将顾客满意度引入到顾客参与和员工创新行为之间的关系,发现了顾客参与影响员工创新行为的内在机理。
6、顾客参与可以通过员工创新行为影响企业服务创新绩效
通过分析得出实证结果包括：员工创新行为的内在影响机制及其对企业服务创新绩效的影响；顾客参与对员工创新行为的影响；顾客参与对企业服务创新绩效的内在影响机理。
7、顾客信息共享、顾客合作创新和员工服务创新绩效、企业服务创新绩效之间有着复杂的影响关系
采用问卷调查法进行结构方程分析,得出结果：顾客信息共享和顾客合作创新对顾客满意度有直接的正向影响；员工服务创新绩效对企业服务创新绩效有直接的正向影响；顾客满意度对员工服务创新绩效没有直接关系；顾客满意度对企业服务创新绩效有直接的正向影响；顾客信息共享和顾客合作创新均对员工服务创新绩效产生直接的正向影响；顾客信息共享对企业服务创新绩效没有直接影响；顾客合作创新对企业服务创新绩效有直接的正向影响。
8、供应商参与能够影响企业服务创新能力
对供应商参与服务创新的过程进行分析,发现服务创新过程各阶段供应商的参与活动和参与方式是不同的,从而得出在服务创新过程中从供应商不参与到供应商完全参与服务创新时,随着供应商参与程度的不断增加形成了一个连续谱线,进而讨论了供应商参与服务创新带来的利益和风险。
9、顾客参与、员工参与和供应商参与之间有着一定的互相影响关系
员工参与、顾客参与、供应商参与及顾客满意度的综合影响机制：顾客参与(?)员工参与、供应商参与有正向影响；供应商参与对员工参与有正向影响；顾客参与、供应商参与对顾客满意度有正向影响；员工参与对顾客满意度并没有直接影响。
How to use the resource around the organization in service innovation process is an important issue that a service organization faces. The relationship tebween customer participation, employee participation and supplier participation is very important. At first, through visiting and qustionare methods, this paper analysed customer participation, and then analyse the impaction mechanism of customer, employee and supplier. Then this paper analysed the muti-participators model and mechanism through examples. And this paper got some results:
1、There are four basic customer participation types
This paper researched the role of customer who involved in service innovation and disscussed the characteristics of customer involvement. Then through visiting some customers who involved in service innovation process, this paper got four basic customer types. This can indicate the management of customer in service innovation process.
2、Customer satisfaction has mediating effect between customer participation and service innovation performance
Customer participation has significantly positive impact to service innovation performance. And customer satisfaction has mediating effect between customer participation and service innovation performance. The effective path of "customer participation→customer satisfaction→service innovation performance" was constructed. This opened the "black box" that customer participation impacts service innovation performance firstly.
3、CKM has four dimensions
Through empirical research, this paper constructed the scale of CKM in the process of service innovation. And this paper found four dimensions of CKM which including management of knowledge for customer, management of knowledge about customer, management of knowledge from customer, management of knowledge co-creation with customer, and there are two factors in every dimension. The empirical results show that the developed scale has good reliability and validity.
4、Four dimensions of CKM's influence to service innovation capability are different
Management of knowledge co-creation and management of knowledge of customer have significantly positive effects on service innovation capability. Management of knowledge for customer and management of knowledge from customer have little effect on service innovation ability.
5、Customer satisfaction has mediating effect between customer participation and employee's innovative behavior
The data obtained via questionnaire is analyzed by structure equations modeling (SEM). The results of this study include:customer participation's impaction on employee's innovative behavior, customer satisfaction's impaction on employee's innovative behavior, customer satisfaction was put into the relationship between customer participation and employee's innovative behavior creatively. And this paper found the inside mechanism of customer participation's impaction on employee's innovative behavior.
6、Customer participation can influence service innovation performance through employee innovation behavior
Based on the literature, this paper put forward the supposing model of the relationship between customer participation, employee innovation behavior and service innovation performance. The results of this study include:The inner influence mechanism of employee's innovative behavior and its impaction on service innovation performance;customer participation's impaction on employee's innovative behavior, the inner influence mechanism of customer participation's impaction on service innovation performance.
7、There are relationships between customer co-creation, employee innovation performance, organization innovation performance and customer satisfaction.
The data obtained via questionnaire was analyzed by structure equations modeling (SEM). The results of this study include:customer information sharing and customer co-creation has positive impaction on customer satisfaction; employee service innovation performance has positive impaction on organization service innovation performance; customer satisfaction has no direct impaction on employee service innovation performance; customer satisfaction has positive impaction on organization service innovation performance; customer information sharing and customer co-creation has positive impaction on employee service innovation performance; customer information sharing has no direct impaction on organization service innovation performance; customer co-creation has positive impaction on organization service innovation performance. Then this paper found the comprehensive effect mechanism of these variables.
8、Supplier involvement can influence service innovation ability
When supplier involve in service innovation in proper time, it can improve the effect of service innovation product. Based on analyzing the supplier involvement activities in service innovation process, the supplier involvement continuum in service innovation is proposed. Then the impacts that supplier involvement in service innovation brings about are analyzed.
9、There are relathionships tebween customer participation, employee participation and supplier participation
This paper found the comprehensive effect mechanism of multi-participators and customer satisfaction:customer participation has positive impaction on employee participation and supplier participation; supplier participation has positive impaction on employee participation; customer participation and supplier participation have positive impaction on customer satisfaction; but employee participation has no direct impaction on customer satisfaction.
1、参与服务创新的顾客有四种基本类型
在对服务创新中顾客的角色和顾客参与特点的分析的基础上,通过深度访谈分析得出四种参与服务创新的顾客基本类型：领先型顾客、成长型顾客、逃避型顾客和滞后型顾客。这将为顾客参与的服务创新过程中不同顾客的管理带来方便。
2、顾客满意度在顾客参与和企业服务创新绩效的关系中有中介作用
通过实证研究发现,顾客参与对服务创新绩效有显著正向影响,顾客满意度在顾客参与和服务创新绩效的关系中具有部分中介作用。构建并验证了“顾客参与→顾客满意度→服务创新绩效”作用机制模型,打开了顾客参与对服务创新绩效的影响机制这一“黑箱”。
3、顾客知识管理是多维度的结构
通过实证研究构建了服务创新过程中顾客知识管理的测量量表。得到了包括顾客需要知识的管理、关于顾客知识的管理、顾客拥有知识的管理、与顾客共同创造知识的管理在内的四个维度、每个维度有两个因子的测量工具。实证分析结果表明,量表具有较好的信度和效度。
4、顾客知识管理各个维度对企业服务创新能力影响不同
“关于顾客知识的管理”和“与顾客共同创造知识的管理”对服务创新能力有显著正向影响,而“顾客需要知识的管理”和“顾客拥有知识的管理”对服务创新能力的影响并不显著。这对服务创新过程中顾客参与的管理具有重要意义。
5、顾客满意度在顾客参与和员工创新行为的关系中起中介作用
采用问卷调查法进行结构方程分析,得出实证结果包括：顾客参与对员工创新行为的影响；顾客满意度对员工创新行为的影响；创造性地将顾客满意度引入到顾客参与和员工创新行为之间的关系,发现了顾客参与影响员工创新行为的内在机理。
6、顾客参与可以通过员工创新行为影响企业服务创新绩效
通过分析得出实证结果包括：员工创新行为的内在影响机制及其对企业服务创新绩效的影响；顾客参与对员工创新行为的影响；顾客参与对企业服务创新绩效的内在影响机理。
7、顾客信息共享、顾客合作创新和员工服务创新绩效、企业服务创新绩效之间有着复杂的影响关系
采用问卷调查法进行结构方程分析,得出结果：顾客信息共享和顾客合作创新对顾客满意度有直接的正向影响；员工服务创新绩效对企业服务创新绩效有直接的正向影响；顾客满意度对员工服务创新绩效没有直接关系；顾客满意度对企业服务创新绩效有直接的正向影响；顾客信息共享和顾客合作创新均对员工服务创新绩效产生直接的正向影响；顾客信息共享对企业服务创新绩效没有直接影响；顾客合作创新对企业服务创新绩效有直接的正向影响。
8、供应商参与能够影响企业服务创新能力
对供应商参与服务创新的过程进行分析,发现服务创新过程各阶段供应商的参与活动和参与方式是不同的,从而得出在服务创新过程中从供应商不参与到供应商完全参与服务创新时,随着供应商参与程度的不断增加形成了一个连续谱线,进而讨论了供应商参与服务创新带来的利益和风险。
9、顾客参与、员工参与和供应商参与之间有着一定的互相影响关系
员工参与、顾客参与、供应商参与及顾客满意度的综合影响机制：顾客参与(?)员工参与、供应商参与有正向影响；供应商参与对员工参与有正向影响；顾客参与、供应商参与对顾客满意度有正向影响；员工参与对顾客满意度并没有直接影响。
How to use the resource around the organization in service innovation process is an important issue that a service organization faces. The relationship tebween customer participation, employee participation and supplier participation is very important. At first, through visiting and qustionare methods, this paper analysed customer participation, and then analyse the impaction mechanism of customer, employee and supplier. Then this paper analysed the muti-participators model and mechanism through examples. And this paper got some results:
1、There are four basic customer participation types
This paper researched the role of customer who involved in service innovation and disscussed the characteristics of customer involvement. Then through visiting some customers who involved in service innovation process, this paper got four basic customer types. This can indicate the management of customer in service innovation process.
2、Customer satisfaction has mediating effect between customer participation and service innovation performance
Customer participation has significantly positive impact to service innovation performance. And customer satisfaction has mediating effect between customer participation and service innovation performance. The effective path of "customer participation→customer satisfaction→service innovation performance" was constructed. This opened the "black box" that customer participation impacts service innovation performance firstly.
3、CKM has four dimensions
Through empirical research, this paper constructed the scale of CKM in the process of service innovation. And this paper found four dimensions of CKM which including management of knowledge for customer, management of knowledge about customer, management of knowledge from customer, management of knowledge co-creation with customer, and there are two factors in every dimension. The empirical results show that the developed scale has good reliability and validity.
4、Four dimensions of CKM's influence to service innovation capability are different
Management of knowledge co-creation and management of knowledge of customer have significantly positive effects on service innovation capability. Management of knowledge for customer and management of knowledge from customer have little effect on service innovation ability.
5、Customer satisfaction has mediating effect between customer participation and employee's innovative behavior
The data obtained via questionnaire is analyzed by structure equations modeling (SEM). The results of this study include:customer participation's impaction on employee's innovative behavior, customer satisfaction's impaction on employee's innovative behavior, customer satisfaction was put into the relationship between customer participation and employee's innovative behavior creatively. And this paper found the inside mechanism of customer participation's impaction on employee's innovative behavior.
6、Customer participation can influence service innovation performance through employee innovation behavior
Based on the literature, this paper put forward the supposing model of the relationship between customer participation, employee innovation behavior and service innovation performance. The results of this study include:The inner influence mechanism of employee's innovative behavior and its impaction on service innovation performance;customer participation's impaction on employee's innovative behavior, the inner influence mechanism of customer participation's impaction on service innovation performance.
7、There are relationships between customer co-creation, employee innovation performance, organization innovation performance and customer satisfaction.
The data obtained via questionnaire was analyzed by structure equations modeling (SEM). The results of this study include:customer information sharing and customer co-creation has positive impaction on customer satisfaction; employee service innovation performance has positive impaction on organization service innovation performance; customer satisfaction has no direct impaction on employee service innovation performance; customer satisfaction has positive impaction on organization service innovation performance; customer information sharing and customer co-creation has positive impaction on employee service innovation performance; customer information sharing has no direct impaction on organization service innovation performance; customer co-creation has positive impaction on organization service innovation performance. Then this paper found the comprehensive effect mechanism of these variables.
8、Supplier involvement can influence service innovation ability
When supplier involve in service innovation in proper time, it can improve the effect of service innovation product. Based on analyzing the supplier involvement activities in service innovation process, the supplier involvement continuum in service innovation is proposed. Then the impacts that supplier involvement in service innovation brings about are analyzed.
9、There are relathionships tebween customer participation, employee participation and supplier participation
This paper found the comprehensive effect mechanism of multi-participators and customer satisfaction:customer participation has positive impaction on employee participation and supplier participation; supplier participation has positive impaction on employee participation; customer participation and supplier participation have positive impaction on customer satisfaction; but employee participation has no direct impaction on customer satisfaction.
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