| Customer participation is one of the focuses of business and theoretical circles.As early as the 19th century,some scholars have begun to pay attention to the cooperation between producers and customers in the related research of services.In the twentieth century,Drucker proposed that customers should participate in value creation by investing time,knowledge and ability in the production process to meet their own needs,and that the future consumers are "production and marketing ones".In the 21st century,the development of the Internet has provided unprecedented convenience for consumers to participate in the production of products or services,pushing the research of customer participation to a climax.The theoretical community has conducted extensive and in-depth research on customer participation.For more than two decades,the theoretical community has carried out systematic research on the concept of customer participation,the dimensions of customer participation,the antecedent variables of customer participation,and the outcome variables.Customer participation is the value creation behavior of customers in the production process of products or services;the composition dimensions of customer participation include:customer emotional input,behavior input,etc.;the antecedent variables of customer participation mainly include:motivation and ability of customer participation;The outcome variables of participation are:customer value,customer satisfaction and customer loyalty.Relationship marketing is an important part of service marketing.The essence of relationship marketing is to establish a mutual trust and mutual benefit customer relationship between the company and the customer.The company establishes customer relationship through relationship marketing to achieve transaction and profit.Establishing customer relationships is the purpose of relationship marketing.The theoretical community has systematically studied the concept,composition dimension,antecedent variable and outcome variable of customer relationship.Customer relationship is the emotional and economic connection between customers and enterprises;its constituent dimensions mainly include cognition,emotion and behavior;the measurement index of customer relationship is relationship quality,which is a comprehensive evaluation of the relationship between enterprise and customer.The antecedent variables of relationship quality mainly include the professionalism of the enterprise,the marketing orientation of the enterprise,the similarity of the values of the two parties,and the persistence of the relationship between the two parties.The outcome variables of customer relationship quality mainly include customer loyalty,customer reputation and the resulting corporate profitability.Although the theoretical community has systematically studied customer participation and customer relations,to date,the theoretical community has not systematically studied the relationship between customer participation and customer relationships,especially the research on customer participation and customer relationship quality.Especially rare.This study takes the influence of customer participation on the quality of customer relationship as the starting point,and uses the Mongolian communication industry as the empirical material to explore the path and mechanism of the influence of customer participation on the quality of customer relationship.Its purpose is three:to enrich customer participation from the perspective of relationship marketing.Research content;explore new ways to improve customer relationship quality from the perspective of customer participation,enrich the content of relationship marketing;provide new ideas for enterprises to establish customer relationships by introducing customer participation and improve customer relationship quality.Based on reviewing related literatures,this study explores the impact of customer participation on customer relationship quality and establishes a relationship model between customer participation,customer value and customer relationship quality.The full text is divided into six chapters.Chapter 1,Introduction.This section includes:research background,meaning and purpose,framework,methods and innovations.Chapter 2,literature review.This part includes:systematically discussing the literature of customer participation,customer value and customer relationship quality,and introduces the development process and current situation of Mongolia mobile communication industry.Chapter 3,Conceptual Models and Related Assumptions.This section presents models and research hypotheses for the impact of customer engagement on customer relationship quality.Chapter 4,Research Design.This section is an empirical study that aims to validate the proposed model,including in-depth interview design,measurement scales for each variable,and questionnaire design.Chapter 5,is the empirical research results and analysis.This section includes:descriptive statistical analysis,reliability and validity testing,and research hypothesis testing.Chapter 6,research conclusions and prospects.This section includes:research results,research contributions,research gaps,and future research perspectives.Based on customer participation theory,customer value theory and customer relationship theory,this study establishes an impact model based on customer value and customer participation on customer relationship quality,and through the empirical material for Mongolia mobile communication industry,the model is carried out.Empirical test.The research conclusions are as follows:First,customer sentiment and customer abilities have a positive impact on customer participation.The research results show that in the Mongolian mobile communication industry,customer factors affecting customer participation include customer sentiment and customer ability;customer participation has three dimensions,including information sharing,cooperative behavior and interpersonal interaction.The test results of the research hypothesis indicate that the customer factor of Mongolian mobile communication industry has a significant positive impact on customer participation.Among them,the more positive the customer's emotion,the higher the customer's information sharing,cooperation behavior and interpersonal interaction,the customer's ability The stronger the customer's information sharing,cooperative behavior and interpersonal interaction.Second,customer participation has a positive impact on customer value.The research results show that in the Mongolian mobile communication industry,customer participation has a significant positive impact on customer value.The higher the customer's information sharing,cooperative behavior and interpersonal interaction,the higher the personal value and economic value of customer value.Third,customer participation has a positive impact on the quality of customer relationships.The research results show that in the Mongolian mobile communication industry,customer participation has a significant positive impact on the quality of customer relationships.Customer information sharing,collaborative behavior,and interpersonal interaction have three positive dimensions for customer relationship quality:customer satisfaction,customer trust,and customer commitment.Fourth,customer value has a positive impact on the quality of customer relationships.The research results show that in the Mongolian mobile communication industry,customer value has a significant positive impact on customer relationship quality.Personal value and economic value in customer value have a positive impact on customer satisfaction,customer trust,and customer commitment in customer relationship quality.Fifth,the customer value mediates the impact of customer participation on the quality of customer relationships.The research results show that in the Mongolian mobile communication industry,customer value is influenced by the influence of customer participation on customer relationship quality.Personal value and economic value have an intermediary role between customer participation and customer relationship quality,indicating that customer participation not only has a direct impact on the quality of customer relationship,but also has an indirect impact on customer relationship quality through customer value.Based on the previous studies,this study combines the theory of customer participation and customer relationship,and uses the Mongolian communication industry as the empirical material to explore the impact of customer participation on the quality of customer relationships.The theoretical contributions are as follows:1.Enriched the content of customer participation in researchAccording to the analysis of customers' participation in existing literature,the existing research mainly explores the impact of customer participation on customer satisfaction,customer value and customer loyalty.It also studies the influence of customer relationship on customer participation,and rarely studies customer participation in customer relationship.The impact,especially the impact of customer participation on the quality of customer relationships,is not the focus of relationship marketing.This study explores the impact of customer engagement on the quality of customer relationships from the perspective of relationship marketing.From the perspective of relationship marketing,it enriches the content of customer participation research and discovers the output effect of customer participation on customer relationship quality.2.Enrich the content of customer relationship researchAccording to the existing literature on customer relationship,the existing research explores the factors affecting customer relationship:service quality,customer value,customer satisfaction,customer loyalty.There is little literature to explore customer relationship from the perspective of customer participation,especially without researching customer participation.The impact on the quality of customer relationships.This study explores the impact of customer participation on customer relationship quality from the perspective of customer engagement,and explores the mechanism and path of customer participation affecting customer relationship quality,and enriches the antecedent variables of customer relationship quality from the perspective of customer participation.This research also has reference value for business management.The contribution to marketing practice lies in:1.Providing a new path for relationship marketing to improve customer relationship qualityThe results of this study show that customer participation has a positive impact on the quality of customer relationships,and indirectly through customer participation to enhance customer value has a positive impact on customer relationship quality.Therefore,in relational marketing,in addition to improving customer service,creating customer value,improving customer satisfaction and customer loyalty to establish and maintain customer relationships,companies can also guide and encourage customers to participate in the value creation of the company through customer participation.Establish customer relationships and improve the quality of customer relationships.2.Provide strategic reference for establishing customer relationship and customer participation management practices for enterprisesThis study establishes a relationship path model of "customer participation---customer value---customer relationship quality".The model shows that customer sentiment and ability affect customer information sharing,cooperative behavior and interpersonal interaction participation behavior,which in turn affects customers.The personal value andeconomic value affect the quality of the customer relationship through the customer's personal value and economic value.At the same time,the customer's information sharing,cooperative behavior and interpersonal interaction can directly affect the quality of the customer relationship.This provides a strategic path for companies to establish and sustain customer relationships by guiding and managing customer engagement.The innovation of this research is mainly reflected in the following two aspects:1.Exploring the antecedent variables of customer relationship quality from customer participationPrevious studies have found that the antecedent variables of customer relationship quality include service quality,customer satisfaction,customer loyalty,etc.The results of this study show that customer participation has a positive impact on customer relationship quality,and provides a new way to establish customer relationship and improve customer relationship quality.Vision and path.2.Visually explore the output effect of customer participation from the perspective of customer relationship qualityPrevious studies have found that the outcome variables of customer participation include customer satisfaction,customer loyalty and customer value.The results of this study show that customer participation has a direct impact on the quality of customer relationships,and also has an indirect impact on customer relationship quality through customer value.Quality Vision explores the output effects of customer engagement and enriches the research content of customer engagement.3.Construct a theoretical model of the influence of customer participation on customer relationship qualityThis study constructs a theoretical model of the influence of customer participation on customer relationship quality,and studies the transmission mechanism of customer participation on the quality of customer relationship.In-depth discussion of the ways in which customer engagement or the path of action has an impact on the quality of customer relationships.This study takes the quality of customer relationship as the foothold.On the one hand,it discusses the direct influence of customer participation on customer relationship quality.On the other hand,it introduces personal value and economic value as mediator variables,and discusses the influence mechanism and path of customer participation on customer relationship quality. |
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