供应商与顾客共同创造顾客价值的机理研究
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摘要
随着服务主导逻辑范式的兴起,顾客价值共创受到前所未有的关注,越来越多的企业通过与顾客合作,共创顾客价值。但是,人们对顾客价值共创过程仍然知之甚少,如何加强供应商与顾客合作,从而共同创造顾客价值成为重要的理论与现实问题。实际上,在当今体验经济时代,越来越多的企业将体验营销视为未来市场营销的基础,“顾客体验”也逐渐取代服务和商品成为市场竞争的核心。很多优秀的企业,如IBM、惠普、亚马逊和汇丰银行等,都把顾客体验作为营销重点。但是,关于顾客体验在价值共创过程中作用机理的研究相对较少,实证研究儿乎是空白。同时,现有顾客体验研究主要集中于个体顾客,组织用户层面的研究较少。鉴于此,本文基于顾客体验视角,剖析B2B情境下顾客价值共创过程机理,并从领先用户特征和专用性投资的关系治理两个方面研究顾客价值共创过程的影响机制,既拓展了服务主导逻辑理论和顾客体验理论,也有利于提高我国企业的顾客价值共创的管理水平。
在梳理和综述顾客价值共创相关文献基础上,本文构建了供应商专用性投资、顾客参与创新互动、顾客体验以及顾客价值之间互动机制的理论模型,并通过实地调研数据进行实证检验,以揭示供应商和顾客共创顾客价值的过程机理。本文理论模型主要涉及顾客参与创新互动、供应商专用性投资、顾客体验、关系规范、领先用户特征以及顾客感知价值六个构念。顾客参与互动是指顾客参与服务创新互动过程的程度,体现为参与正规性、长期性、综合性以及重要性四个特征。供应商专用性投资是指供应商在为顾客创造独特价值过程中,不仅投入专门化的有形资产,而且投入专门化的人力资产。顾客体验是指在服务创新过程中,顾客对参与价值共创过程所作出的认知、情感和行为反应。关系规范是指在顾客价值共创过程中,为保护供应商的专用性投资免受机会主义威胁,双方共同遵守的行为准则。领先用户特征是指参与服务创新的顾客所表现出的领先于市场前沿、高度创造性以及高度利益预期等特征。顾客感知价值是指组织顾客在参与服务创新过程中所感知的功能价值和关系价值。
本文的测量量表大多来源于国外文献,并结合我国软件企业的实际情况加以整合和调整,从而更符合我国文化习惯。鉴于国内外文化背景的差异性,本文尽可能使用可操作的、多条目指标来测量各个变量,以研究顾客价值共创的过程机理。同时,为了验证所构建的理论模型,本文选择顾客参与程度较高、更具有代表性的软件开发企业作为调研对象,并通过现场发放、电子邮件、以及邮寄等方式收集数据。在验证问卷的信度和效度基础上,本文还运用结构方程模型和层次回归法检验研究假设,得到如下结论：
第一,因子分析结果显示,顾客参与互动程度包括参与正规性、参与长期性、参与综合性以及参与重要性四个维度；顾客体验包括认知体验、情感体验和行为体验三个维度：顾客价值包括功能价值和关系价值两个维度；供应商专用性投资包括人力和有形专用性投资两个维度；关系规范和领先用户特征各包括四个测量条目。
第二,顾客参与互动程度四个特征维度对顾客感知价值的影响存在差异,具体而言：顾客参与互动程度对顾客关系价值具有显著影响,对顾客功能价值大多具有显著影响,但是,顾客参与综合性对功能价值的影响不显著。同时,供应商专用性投资两个维度对顾客价值均有显著影响。
第三,关系规范在供应商专用性投资与顾客价值之间的调节作用存在一定差异。具体表现为：关系规范对供应商专用性投资与关系价值的关系具有显著调节作用,对供应商专用性投资与功能价值的关系不具有显著调节作用。
第四,领先用户特征在顾客参与创新互动与顾客价值之间的调节作用存在一定差异,具体而言：领先用户特征对顾客参与创新互动维度与功能价值关系的调节作用不显著,对顾客参与创新互动维度和关系价值的关系大多具有显著调节作用,对顾客参与重要性和关系价值的调节作用不显著。
第五,顾客体验在供应商专用性投资与顾客价值之间具有中介作用,具体体现为：顾客体验在供应商专用性投资维度与顾客功能价值之间具有部分中介作用,在供应商专用性投资维度与顾客关系价值之间具有完全中介作用。
第六,顾客体验在顾客参与创新互动和顾客价值之间的中介作用比较复杂：顾客体验在参与正规性、参与长期性和功能价值之间具有部分中介作用,在参与重要性和功能价值之间具有完全中介作用,在参与综合性和功能价值之间没有中介作用。顾客体验在参与长期性、参与重要性和关系价值之间具有部分中介作用,在参与正规性、参与综合性和关系价值之间具有完全中介作用。具体到顾客认知体验、情感体验和行为体验的中介作用,研究发现：三种顾客体验在顾客参与创新互动和顾客价值之间具有中介作用。例外的是,情感体验在参与正规性和顾客价值之间无中介作用；三种顾客体验在参与综合性和功能价值之间无中介作用；行为体验在参与重要性和顾客价值之间无中介作用。
With the rise of service-dominant logic paradigm, customer value co-creation has grown considerably in unprecedented fashion, more and more enterprises co-create value with customers. But, very little is known about the process of customer value co-creation. How to co-create customer value through partnership with supplier becomes an important theoretic and practical issues. In fact, in the experience economy, more and more enterprises make experience marketing as the base of future marketing, and the customer experience becomes the core of market competition instead of goods and service. Many excellent companies, such as IBM、HP、Amazon、and HSBC etc, all emphasize the customer experience. Researches on the role of customer experience in value co-creation are relatively few, and empirical study is almost none. Existing researches on customer experience are mainly concerned with individual customer, only few researches focus on organizational users. This dissertation explores the mechanism of customer value co-creation under the circumstance of business-t-business, based on the perspective of customer experience, and investigates the impacts of lead user characteristics and relational governance of specific investment on the progress of customer value co-creation. It is beneficial to expanding the service-dominant theory and customer experience theory, and to improving the management level of customer value creation in practice.
Building on review of the relevant customer value co-creation literature, this dissertation generates a framework of relationship mechanism between supplier specific investment, customer participation in service innovation, customer experience and customer value, and empirically examines the framework using collected data in order to uncover the mechanism of customer value co-creation by suppliers and customers. There are mainly six constructs in this research as follows:customer participation in service innovation, supplier specific investment, customer experience, relational norm, lead user characteristics and customer perceived value. Customer participation in service innovation refers to the level of customer involvement in innovation interaction, including four characteristics, such as formalization, long-time orientation, comprehensiveness and importance. Supplier specific investment refers to suppliers'input of specific human asset and physical asset, in the value creation for customers. Customer experience refers to customer's affective, cognitive and behavioral responses to the value co-creation in the progress of service innovation. Relational norms refer to behavioral rules that supplier and customer comply with, in order to protect the suppliers'specific investment against opportunistic threat, in the progress of customer value co-creation. Lead users are users who are at the leading edge of each identified trend in terms of related new product in the marketplace, and who expect to obtain relatively high net benefits from solutions to these needs. And also, lead users are highly creative. Customer perceived value refers to the perceived functional value and relational value that organizational customer obtain in the service innovation.
All the scales are obtained from foreign literature, and these scales are integrated and adapted according to Chinese enterprises, in order to be more in line with Chinese cultural context. In view of differences in cultural background at home and abroad, this dissertation adopts operationable, multiple-indicator scales to measure those constructs in order to investigate the mechanism of customer value co-creation. To verify the issues of interest, this dissertation selects firms in Chinese software industry as typical respondents, and employs mailing, interview, and electronic mailing to collect data. Investigating validity and reliability of the measures, this research conducts hierarchical regressions and structural equation model to analyze data and test hypotheses, and obtains findings as follows:
Firs, factor analysis reveals that, the level of customer involvement includes four dimensions of formalization, long-time orientation, comprehensiveness and importance. Customer experience is composed of affective experience, cognitive experience and behavioral experience. Customer value can be disaggregated into two dimensions of functional value and relational value. Supplier specific investment is constituted by two dimensions of human and physical specific investment. Relational norms and lead user characteristics cam both be measured by four items.
Secondly, the four dimensions of customer participation in service innovation have different effects on customer value. Specifically, the intensity of customer involvement in interaction has significant impacts on customer relational value and functional value, but the dimension of comprehensiveness has no significant effects on functional value. And also, two dimensions of supplier specific investment all positively affect functional value and relational value.
Thirdly, relational norms have different moderating impacts on the relationship between supplier specific investment and customer value. Concretely, relational norms significantly moderate the effect of supplier specific investment on relational value, but don't moderate the effect of supplier specific investment on functional value.
Fourthly, lead user characteristics moderate the relationship between four dimensions of customer participation and customer value differently. In details, lead user characteristics moderate the effects of four dimensions of customer participation on functional value. And lead user characteristics moderate the impact of four dimensions of customer participation on relational value, except for the dimension of importance.
Fifthly, three dimensions of customer experience mediate the supplier specific investment and customer value. Specifically, customer experience completely mediates the effect of supplier specific investment on customer relational value, and partially mediates the effect of supplier specific investment on customer functional value.
Lastly, empirical results provide evidence that mediating effects of customer experience between four dimensions of customer participation and customer value are complex. Customer experience partially mediates the effects of formalization and long-time orientation on functional value, and completely mediates the effect of importance on customer functional value. Customer experience is not a mediator between comprehensiveness and functional value. And also, customer experience partially mediates the effects of long-time orientation and importance on relationship value. Customer experience completely mediates the impacts of formalization and comprehensiveness on relational value. Specific to the mediating effects of dimensions of customer experience, empirical results show that, three dimensions of customer experience are mediators between customer participation and customer value, except for the mediating effects of affective experience between formalization and dimensions of customer value, and the mediating effect of behavior experience between importance and customer value. Similarly, dimensions of customer experience are not mediators between comprehensiveness and functional value.
在梳理和综述顾客价值共创相关文献基础上,本文构建了供应商专用性投资、顾客参与创新互动、顾客体验以及顾客价值之间互动机制的理论模型,并通过实地调研数据进行实证检验,以揭示供应商和顾客共创顾客价值的过程机理。本文理论模型主要涉及顾客参与创新互动、供应商专用性投资、顾客体验、关系规范、领先用户特征以及顾客感知价值六个构念。顾客参与互动是指顾客参与服务创新互动过程的程度,体现为参与正规性、长期性、综合性以及重要性四个特征。供应商专用性投资是指供应商在为顾客创造独特价值过程中,不仅投入专门化的有形资产,而且投入专门化的人力资产。顾客体验是指在服务创新过程中,顾客对参与价值共创过程所作出的认知、情感和行为反应。关系规范是指在顾客价值共创过程中,为保护供应商的专用性投资免受机会主义威胁,双方共同遵守的行为准则。领先用户特征是指参与服务创新的顾客所表现出的领先于市场前沿、高度创造性以及高度利益预期等特征。顾客感知价值是指组织顾客在参与服务创新过程中所感知的功能价值和关系价值。
本文的测量量表大多来源于国外文献,并结合我国软件企业的实际情况加以整合和调整,从而更符合我国文化习惯。鉴于国内外文化背景的差异性,本文尽可能使用可操作的、多条目指标来测量各个变量,以研究顾客价值共创的过程机理。同时,为了验证所构建的理论模型,本文选择顾客参与程度较高、更具有代表性的软件开发企业作为调研对象,并通过现场发放、电子邮件、以及邮寄等方式收集数据。在验证问卷的信度和效度基础上,本文还运用结构方程模型和层次回归法检验研究假设,得到如下结论：
第一,因子分析结果显示,顾客参与互动程度包括参与正规性、参与长期性、参与综合性以及参与重要性四个维度；顾客体验包括认知体验、情感体验和行为体验三个维度：顾客价值包括功能价值和关系价值两个维度；供应商专用性投资包括人力和有形专用性投资两个维度；关系规范和领先用户特征各包括四个测量条目。
第二,顾客参与互动程度四个特征维度对顾客感知价值的影响存在差异,具体而言：顾客参与互动程度对顾客关系价值具有显著影响,对顾客功能价值大多具有显著影响,但是,顾客参与综合性对功能价值的影响不显著。同时,供应商专用性投资两个维度对顾客价值均有显著影响。
第三,关系规范在供应商专用性投资与顾客价值之间的调节作用存在一定差异。具体表现为：关系规范对供应商专用性投资与关系价值的关系具有显著调节作用,对供应商专用性投资与功能价值的关系不具有显著调节作用。
第四,领先用户特征在顾客参与创新互动与顾客价值之间的调节作用存在一定差异,具体而言：领先用户特征对顾客参与创新互动维度与功能价值关系的调节作用不显著,对顾客参与创新互动维度和关系价值的关系大多具有显著调节作用,对顾客参与重要性和关系价值的调节作用不显著。
第五,顾客体验在供应商专用性投资与顾客价值之间具有中介作用,具体体现为：顾客体验在供应商专用性投资维度与顾客功能价值之间具有部分中介作用,在供应商专用性投资维度与顾客关系价值之间具有完全中介作用。
第六,顾客体验在顾客参与创新互动和顾客价值之间的中介作用比较复杂：顾客体验在参与正规性、参与长期性和功能价值之间具有部分中介作用,在参与重要性和功能价值之间具有完全中介作用,在参与综合性和功能价值之间没有中介作用。顾客体验在参与长期性、参与重要性和关系价值之间具有部分中介作用,在参与正规性、参与综合性和关系价值之间具有完全中介作用。具体到顾客认知体验、情感体验和行为体验的中介作用,研究发现：三种顾客体验在顾客参与创新互动和顾客价值之间具有中介作用。例外的是,情感体验在参与正规性和顾客价值之间无中介作用；三种顾客体验在参与综合性和功能价值之间无中介作用；行为体验在参与重要性和顾客价值之间无中介作用。
With the rise of service-dominant logic paradigm, customer value co-creation has grown considerably in unprecedented fashion, more and more enterprises co-create value with customers. But, very little is known about the process of customer value co-creation. How to co-create customer value through partnership with supplier becomes an important theoretic and practical issues. In fact, in the experience economy, more and more enterprises make experience marketing as the base of future marketing, and the customer experience becomes the core of market competition instead of goods and service. Many excellent companies, such as IBM、HP、Amazon、and HSBC etc, all emphasize the customer experience. Researches on the role of customer experience in value co-creation are relatively few, and empirical study is almost none. Existing researches on customer experience are mainly concerned with individual customer, only few researches focus on organizational users. This dissertation explores the mechanism of customer value co-creation under the circumstance of business-t-business, based on the perspective of customer experience, and investigates the impacts of lead user characteristics and relational governance of specific investment on the progress of customer value co-creation. It is beneficial to expanding the service-dominant theory and customer experience theory, and to improving the management level of customer value creation in practice.
Building on review of the relevant customer value co-creation literature, this dissertation generates a framework of relationship mechanism between supplier specific investment, customer participation in service innovation, customer experience and customer value, and empirically examines the framework using collected data in order to uncover the mechanism of customer value co-creation by suppliers and customers. There are mainly six constructs in this research as follows:customer participation in service innovation, supplier specific investment, customer experience, relational norm, lead user characteristics and customer perceived value. Customer participation in service innovation refers to the level of customer involvement in innovation interaction, including four characteristics, such as formalization, long-time orientation, comprehensiveness and importance. Supplier specific investment refers to suppliers'input of specific human asset and physical asset, in the value creation for customers. Customer experience refers to customer's affective, cognitive and behavioral responses to the value co-creation in the progress of service innovation. Relational norms refer to behavioral rules that supplier and customer comply with, in order to protect the suppliers'specific investment against opportunistic threat, in the progress of customer value co-creation. Lead users are users who are at the leading edge of each identified trend in terms of related new product in the marketplace, and who expect to obtain relatively high net benefits from solutions to these needs. And also, lead users are highly creative. Customer perceived value refers to the perceived functional value and relational value that organizational customer obtain in the service innovation.
All the scales are obtained from foreign literature, and these scales are integrated and adapted according to Chinese enterprises, in order to be more in line with Chinese cultural context. In view of differences in cultural background at home and abroad, this dissertation adopts operationable, multiple-indicator scales to measure those constructs in order to investigate the mechanism of customer value co-creation. To verify the issues of interest, this dissertation selects firms in Chinese software industry as typical respondents, and employs mailing, interview, and electronic mailing to collect data. Investigating validity and reliability of the measures, this research conducts hierarchical regressions and structural equation model to analyze data and test hypotheses, and obtains findings as follows:
Firs, factor analysis reveals that, the level of customer involvement includes four dimensions of formalization, long-time orientation, comprehensiveness and importance. Customer experience is composed of affective experience, cognitive experience and behavioral experience. Customer value can be disaggregated into two dimensions of functional value and relational value. Supplier specific investment is constituted by two dimensions of human and physical specific investment. Relational norms and lead user characteristics cam both be measured by four items.
Secondly, the four dimensions of customer participation in service innovation have different effects on customer value. Specifically, the intensity of customer involvement in interaction has significant impacts on customer relational value and functional value, but the dimension of comprehensiveness has no significant effects on functional value. And also, two dimensions of supplier specific investment all positively affect functional value and relational value.
Thirdly, relational norms have different moderating impacts on the relationship between supplier specific investment and customer value. Concretely, relational norms significantly moderate the effect of supplier specific investment on relational value, but don't moderate the effect of supplier specific investment on functional value.
Fourthly, lead user characteristics moderate the relationship between four dimensions of customer participation and customer value differently. In details, lead user characteristics moderate the effects of four dimensions of customer participation on functional value. And lead user characteristics moderate the impact of four dimensions of customer participation on relational value, except for the dimension of importance.
Fifthly, three dimensions of customer experience mediate the supplier specific investment and customer value. Specifically, customer experience completely mediates the effect of supplier specific investment on customer relational value, and partially mediates the effect of supplier specific investment on customer functional value.
Lastly, empirical results provide evidence that mediating effects of customer experience between four dimensions of customer participation and customer value are complex. Customer experience partially mediates the effects of formalization and long-time orientation on functional value, and completely mediates the effect of importance on customer functional value. Customer experience is not a mediator between comprehensiveness and functional value. And also, customer experience partially mediates the effects of long-time orientation and importance on relationship value. Customer experience completely mediates the impacts of formalization and comprehensiveness on relational value. Specific to the mediating effects of dimensions of customer experience, empirical results show that, three dimensions of customer experience are mediators between customer participation and customer value, except for the mediating effects of affective experience between formalization and dimensions of customer value, and the mediating effect of behavior experience between importance and customer value. Similarly, dimensions of customer experience are not mediators between comprehensiveness and functional value.
引文
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