Research On The Influence Of Customer Orientation Values On Service Creativity

Workplace creativity has been one of the hot topics in innovation research.As the first stage of innovation,representing a novel and useful idea or opinion,it can effectively improve products,technology,services,business models,and management processes,improve enterprise's heterogeneity and core competition ability,and bring huge profits to the enterprise.In the high degree of creativity firms,such as Apple,Pixar Animation Studios,Disney,they all have good performance in the market.It is obvious that workplace creativity is essential for enterprise's innovation and development.So,what factors affect workplace creativity?YVhat are the underlying mechanisms?Existing literature has developed a systematic and valuable research,including staff level,such as human capital,psychological capital and social capital.At team level,such as innovation atmosphere,leadership behavior,and team member exchange.At organizational level,such as organizational support,innovation climate,and job design.All in all,they focus on the influence of the”near attitude or motivation" on creativity,ignoring the important influence of remote values.However,individual's attitude,motivation and behavior are guided by internal values.So,what values will influence employee creativity?What is the underlying mechanism?Few studies have been carried out to test it.To this end,combining the case study of A.O.Smith(Chinese)water heater firm with previous literature,this study takes the example of customer customer orientation values,and explore the influence mechanism of values on creativity to enrich the creativity study.To explore the relationship,this study is divided into two parts:research one and research two.In research one,the study uses the signal theory and ASA theory to explore that how does core values in the enterprise level affect the individual creativity,especially how to influence the team or individual work values,indirectly affect the team or individual creativity?What is the internal mechanism of influence?In order to solve these problems,this article adopts the method of case study,through in-depth analysis of”customer oriented,value management practice,to explore the core organizational values affect team or individual work values 'mechanism from the organizational level,and puts forward a concept model.Based on study one' case analysis results,combined with self-determination theory and role identity theory,study two puts forward the research hypothesis and the theoretical model,and adoptes questionnaire survey method and statistical analysis method,to carry on the empirical analysis.First of all,through small-scale survey,this article obtains 104 valid questionnaire data,modifes the corresponding entry by the analysis of exploratory factor analysis and reliability analysis,correlation,optimizes the scale,and makes the formal questionnaire.Then,through surveying more than 20 companies,this artivcle conducts formal research,and has access to 545 valid questionnaires.The data quality was tested by statistical analysis techniques such as reliability,validity,and homologous variance test.On this basis of these statistical analysis methods,using the SPSS 19.0 software,Mplus7.0 software and HLM6.08 software,using the hierarchical regression analysis,the relative importance analysis and other methods to test the theoretical model of study two.This paper draws the following conclusions:(1)Customer oriented values can create a good organizational service climate and team service climate by the TMT behavioral integrity and human resources practice system,which influences team goal setting and individual work values and behavior.(2)Individual customer oriented work values have a positive impact on service creativity.(3)Intrinsic motivation and prosocial motivation play a dual role in the relationship between customer orientation and service creativity.However,the mediating effects of the two are equally important,and there is no significant difference between them.(4)Team service climate plays a significant role in regulating the relationship between customer orientation,intrinsic motivation and prosocial motivation.In summary,taking customer oriented value as an example,from the organizational level and individual level,this study explores the internal mechanism between value and creativity,and uses case study method,and questionnaire survey method to analyze data.The conclusion makes up for the blank of existing research on creativity,and promotes the follow-up study of creativity,which may be made in three aspects.Frist,previous study pays more attention to the values at the team level and individual level,but pay little attention to the values at the organizational level.Study one discusses the influence of-organizational values on team goals and individual values,and puts forward a theoretical framework.Second,from a new perspective,according to the suggestion of Anderson(2015),study two discusses the relationship between customer orientation and creativity.Through empirical analysis,it is found that customer orientation has a positive impact on service creativity.Third,we found that the internal mechanism and boundary conditions of work values on workplace creativity.Study two empirically tests and finds out the internal mechanism of customer orientation to service creativity,which is consisted of internal motivation and prosocial motivation.At the same time,combined with role identity theory,we identify and verify the moderating effect of team service climate.