随着信息技术的飞速发展和顾客角色的重大变化,企业营销观念也随之发生了变化,营销的功能正加速向以顾客为中心的互动营销转变。互动导向是现有互动营销范式中一种稀有的获取竞争优势的资源,培养互动导向的企业会表现出卓越的绩效。本研究将顾客参与创新这一反映企业认同度和顾客能动性的变量纳入到互动导向理论的研究范畴之中,重新构建互动导向与创新绩效之间关系的研究框架,并通过对浙江地区151家服务业企业的调研实证检验了该框架。结果表明:(1)企业执行互动导向战略有助于提高企业的创新绩效;(2)互动导向对顾客参与创新有显著的正向影响;(3)顾客参与创新对创新的过程绩效和结果绩效均有显著的正向影响,并通过创新的过程绩效对结果绩效产生间接影响;(4)顾客参与创新在互动导向与创新绩效之间起中介作用。
Abstract
With the rapid development of information technology and significant changes of customer roles, firms' marketing concept has changed, the marketing function is accelerated and transferred to interactive marketing which is customer-centric. Interaction orientation is a rare resource for firms to obtain competitive advantage and superior business performance in the interactive environment, and interaction-oriented firm will achieve superior business performance. In this study, the customer-participation innovation which can reflect the customers' initiative and customers' belonging to the firms is included in the interaction orientation research scope, we reconstruct the interaction orientation-business performance framework, and based on the survey of 151 service companies from Zhejiang Province, theoretical hypothesis are tested by the structural equation model. The empirical results show that: (1) interactive orientation strategy can help the service firms to enhance the innovation performance; (2) interactive orientation has significant positive effect on customer-participation innovation; (3) customer-participation innovation has significant positive effect on the innovation process performance and innovation result performance, and it has indirect effect on result performance through the innovation process performance; and (4) customer-participation innovation has mediate effect on the relationship between interaction orientation and innovation performance.
关键词
互动导向 /
顾客参与创新 /
创新绩效 /
服务企业
Key words
interaction orientation /
customer participated innovation /
innovation performance /
service company
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基金
国家自然科学基金(71172163):基于共创价值的互动导向、顾客行为与企业绩效的实证研究(2012-2015);国家自然科学基金(71271191):基于可拓学的知识智能涌现创新机理研究(2013-2016);浙江省自然科学基金(Y12G020095):旅游目的地营销绩效评价体系研究(2012-2014);浙江省社会科学界联合会研究课题(2012N123):浙江省制造业互动导向对企业绩效内在作用机制研究——基于共创价值视角。
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