关键词: 互动导向, 吸收能力, 主动改善, 服务创新绩效

Abstract: With the rapid development of network economy and the widespread use of social media, new opportunities and challenges have been presented for enterprise service innovation. For example, the big data environment began to take shape and the semi-structured and unstructured information increased rapidly, which put forward higher requirements for the absorption capacity of enterprises. Customers are more active to participate in innovation and the demand for differentiation and individuation is increasingly prominent, which sets a higher standard for the innovation ability of enterprises. The accelerated integration of manufacturing industry and service industry and the transformation of commodity economy into service economy have exerted a great impact on the traditional service innovation. In the face of the above changes, the market orientation that used to occupy the dominant position of marketing starts to become inadequate. Under the background of the new era, the service innovation of enterprises urgently needs the guidance and reference of the new marketing concept. The research on customer engagement service innovation has developed into an important topic, but the relevant research focuses on the theoretical analysis of the importance of customer engagement service innovation, and lacks in-depth exploration of the process of customer engagement service innovation. The question about how to interact with customer, and how to realize the internal logic and mechanism of value co-creation in the interaction is not clear. The interaction orientation theory not only puts the customer in the important strategic position, embodies the idea of value co-creation, but also puts forward the specific strategy of value management for the customer based on the individual level, which conforms to the requirements of the era of network economy, and provides a new perspective and thinking for the solution of the above problems. Ramani and Kumar (2008) put forward the theory of interaction orientation and empirically verified the positive impact of interaction orientation on corporate performance in view of the increase in customer demand differentiation and the pressure on corporate profitability. After that, some scholars further studied the positive influence of interaction orientation on the innovation willingness and ability of enterprises, the development innovation and exploratory innovation, and the innovation performance based on customers. However, the existing research is still in the initial stage, both theoretical analysis and empirical test are insufficient. There is a lack of sample analysis centering on service enterprises and in-depth exploration of service innovation performance, which makes it difficult to provide practical theoretical guidance and practical guidance for enterprises to carry out service innovation under the guidance of interaction. Combined with the characteristics of the era of network economy, this study follows the research paradigm of "guidance -- capability -- behavior -- result", constructs a theoretical model of the influence of interactive orientation on service innovation performance, and collects information from 254 service enterprises for empirical test. The results show that the interaction orientation not only has direct positive influence on service innovation performance, but also plays an indirect positive effect by absorptive capacity and proactive improvement. Good absorptive capacity to help enterprises to carry out knowledge accumulation and transformation, emphasize the cultivation of the enterprise internal competition. Proactive improvement advocates continuous improvement and innovation, which shows the external expansion of the enterprise. The former provides intellectual support for the latter, while the latter is the implementation of the former. Both of them play a compound and multiple mediating roles between interaction orientation and service innovation performance. Carry out theoretical analysis and empirical test based on the new marketing concept of interaction orientation, to reveal the influencing mechanism of interaction orientation on service innovation performance, supplement the service enterprise sample, expand the research perspective of service innovation, reveal the internal logic and mechanism of customer participation in service innovation, which will form an important supplement and promotion to the existing marketing theory, and provide beneficial reference and reference for enterprise innovation in the new era.

Key words: interaction orientation, absorptive capacity, proactive improvement, service innovation performanc