A Multi-Level Research On The Impact Of Employee-Customer Value Co-Creation On Service Innovation

The service industry has gradually become a unique field in the development of China's economic and management theory and practice.Many studies have been conducted from the perspectives of management,economics and social sciences.However,It still needs some improvement in the work on the improvement of service innovation ability of service enterprises,from the perspective of integration.First,The research from the perspective of driving the innovation development of industry with the innovation ability of knowledge-intensive service industry can provide impetus for the realization of high-quality economic development.Second,With the increasing of the research on the driving force of service innovation,the value co-creation of promoting service innovation has attracted wide attention of scholars.It's worth noting that “Actors-Actors”(A2A)perspective has breakthroughed in the field of “tangible-intangible” and “producers-consumer” segmentation approach.The special action mechanism of the enterprise in the interaction between employee and customer value should be clarified to enrich the development of service innovation theory.Finally,How to drive service innovation efficiently becomes the hot spot and difficult point of research.How can the industry improve its service innovation ability by guiding the employee-customer value co-creation behavior? How does the business guide the employee-customer value co-creation to improve its service innovation ability to obtain sustainable competitive according to the service oriented logic which is developed on the basis of customer orientation logic,and driven by customers as the central market,created for other participants or participants' own interests through value.This paper explores and verifies the internal mechanism of the influence of employee-customer value co-creation behavior on employee's service innovation ability.To demonstrate the effect of employee-customer identification,coactive vicarious learning on the employee-customer value co-creation and service innovation' relationship.At the same time,this paper also analyzes the multi-level moderated influence of customer value anticipation,organizational innovation climate on the mediating relationship between employee-customer value co-creation and service innovation.Based on this,a cross-hierarchical mediation model that was regulated in the first stage was constructed,andan empirical test was conducted based on the questionnaire data of 1,134 pairs of 54knowledge-intensive service enterprises.The main conclusions are as follows:First,The paper studies the relationship between value co-creation and service innovation in service-dominant logic with carding,analysis,refine causal relationship,and provides directional guidance for the formulation of enterprise strategy.The empirical results show that the employee-customer value co-creation can positively affect the service innovation ability of employees.Second,according to the test results of the mediating effect of employee-customer identification,employee-customer value co-creation can influence employees' coactive vicarious learning through employee-customer identification.According to the test results of the mediating role of interactive alternative learning,employee-customer value co-creation can affect employee service innovation through coactive vicarious learning.According to the test results of the chain mediating effect of employee-customer identification and coactive vicarious learning,it shown that employee-customer value co-creation can also influence employee service innovation through employee-customer identification and coactive vicarious learning.Finally,according to the hypothesis test of the across levels moderated mediating effect of the organizational innovation atmosphere in the first stage,it shows that when the relationships between the co-production and exploitative coactive vicarious learning,value-in-use and exploitative coactive vicarious learning are very strong.the influence of organizational innovation climate on the relationships is diminishing marginal,and the rest of hypothesis were unsupported.according to the hypothesis test of the across levels moderated mediating effect of the customer value expectation in the first stage,it shows that when the relationships between the co-production and exploitative coactive vicarious learning,value-in-use and exploitative coactive vicarious learning are very strong.the influence of customer value anticipation on the Relationships is diminishing marginal,and the rest of hypothesis were unsupported.In terms of theoretical value,Firstly,this study elaborates how to improve the interaction between participants in value co-creation(employee-customer)and enriches the development of service innovation theory By Integrating knowledge base view and employee-customer identity theory,on the basis of service-dominant logic.Secondly,to study the duality of individuals,Employees' coactive vicarious learning is divided into two types,Among them,Employees' coactive vicarious learning balance can be updated constantly,forming the behavioral process of knowledge resources of core competitiveness,and providing a new and effective way to study the core resources of service innovation ability.Thirdly,This paper studies the selection of employee-customer identification and updates the previous research on the degree of perception of the role of interaction between employees and customers.Finally,By taking the aggregation of organizational innovation climate as the organizational level variable,and combing the corresponding multi-level theory and testing the empirical statistical level,the research perspective of multi-level theoretical research is broadened.In terms of practical value,Firstly,this article explains how do enterprises enhance their service innovation ability through value co-creation so as to obtain excellent competitive performance under the service-dominant logic,under the service-dominant logic,enterprises enhance their service innovation ability through value co-creation so as to obtain excellent competitive performance.Secondly,This paper analyzes the synergistic influence of employee-customer value co-creation,coactive vicarious learning,Customer value anticipation and organizational innovation atmosphere on service innovation.Meanwhile,clarifies the relationship between the influence effects of various variables.Finally,Enterprises should effectively manage employees' coactive vicarious learning ability,pay more attention to creating organizational innovation climate and accurate customer value anticipation.