The relationship between customer participation level and satisfaction degree thein product innovation based on high-complexity products

Wang Li; Luo Jinlian

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Science Research Management ›› 2012, Vol. 33 ›› Issue (12) : 1-9.

The relationship between customer participation level and satisfaction degree thein product innovation based on high-complexity products

Wang Li, Luo Jinlian

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Abstract

More and more enterprises invite customers to participate in their product innovation in order to improve customer satisfaction degree. Past research has proved that customer involvement is positively related to satisfaction degree in low-complexity product innovation. However, in high-complexity product innovation, it is found that the relationship between customer participation level and satisfaction degree is not simple linear, and is moderated by some factors. The concept of customer knowledge in high-complexity product innovation is proposed, the research differentiates two dimensions of customer participation level, that is, as an information resource or as a co-developer and two dimensions of customer satisfaction degree, that is, during product innovation or after product innovation, and explores the moderating effects of customer knowledge in the relationship between customer participation level and satisfaction degree. Empirical results show that in the high-complexity product innovation, no matter customer participation as an information resource or as a co-developer, customers with high knowledge levels get more satisfaction than that with low knowledge levels at the same participation level. What is more, due to the moderative effects of customer knowledge, the customer involvement is not always positively related to satisfaction. When the customer with low knowledge levels acts as a co-developer, the deeper customer participation level is, the less satisfaction degree is. The results provide specific guidelines as to how to attract customer participation in order to improve customer satisfaction.

Key words

high-complexity product innovation / customer participation level / customer satisfaction degree / customer knowledge

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Wang Li, Luo Jinlian. The relationship between customer participation level and satisfaction degree thein product innovation based on high-complexity products[J]. Science Research Management. 2012, 33(12): 1-9

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