Research On The Influence Mechanism Of Customer Resources On Customer Value In Service Company Value Co-Creation

The traditional value creation model with the company at the core can no longer meet the needs of social development.As a new model of value creation,value co-creation emerges as the times required.In the process of value co-creation,companies and customers are no longer just the producers and consumers of the value,but the co-creators of the value.Value co-creation has been promoted by its concept of mutual benefit and win-win,which has caused widespread concern in the academics and business community and become one of the focuses in the field of marketing.Customer value is the relative benefit and experience perceived by the customers,which is the goal for customers to participate in value co-creation and the key for companies to obtain the competitive advantages.Resources are the foundation of value creation.Customers have abundant resources as companies and can create value by investing resources.At present,researches on value co-creation from the perspective of customers have attracted the attention of some scholars and rich research results have been achieved.However,the effect of customer resources on customer value in co-creation is still limited in theoretical discussion,empirical research is relatively lack.The value co-creation process of customer resources promoting customer value is not analyzed specifically and deeply enough,and there are still theoretical gaps in the existing research.The way that customer resources effect on customer value through the co-creation process is an important means for service companies to improve customer value.In the view of the weaknesses of existing research and the needs in practice,this study explores the influence mechanism of customer resources on customer value through the perspective of belonging,role,interaction and resource integration with the service industry as the background,so as to enrich the value co-create theory and provide some theoretical guidance for service companies to guide customers participating in the process of value co-creation.A series of research works are conducted as follows.First,the study on the mediating effect of customer-company identification and customer perceived support in the effect of customer resources on customer value.From the perspective of belonging,based on the related theory of belonging,the influence mechanism of customer resources on customer value through customer-company identification and customer perceived support is analyzed.Using empirical research method,the hypotheses are tested with the sample data from hairdressing service customers.The results show that:human resources represented by customer knowledge and experience and relationship resources represented by customer-to-business linkage have significant positive effect on customer utilitarian value and hedonic value;customer human resources have significant positive effect on customer perceived support,customer relationship resources have significant positive effect on customer-company identification and customer perceived support,customer perceived support has significant positive effect on customer-company identification,customer-company identification has significant positive effect on customer utilitarian value and hedonic value,customer perceived support has significant positive effect on customer utilitarian value;customer-company identification and customer perceived support have mediating effect on the relationship between customer resources and customer value.Second,study on the mediating effect of customer creative role identity and co-creation involvement in the effect of customer resources on customer value.From the perspective of the role,based on role identity theory,the effect of customer resources on customer value through customer creative role identity and co-creation involvement,the moderating effect of dominance on the effect between creative role identity and co-creation involvement,and the moderating effect of dominance on the mediating effect of co-creation involvement between creative role identity and customer value are explored,and the moderated meditational model is verified.By the investigation of hotel catering customers,the SEM method is used to test the research hypotheses.The results show as follows:customer human resources and relationship resources have significant positive effect on customer creative role identity,customer creative role identity can significantly enhance customer co-creation involvement,and then has positive effect on utilitarian value and hedonic value of customers;customers'creative role identity and co-creation involvement have the mediating effect on the relationship between customers resources and customers value;dominance has significant positive moderating effect on the relationship between customers' creation role identity and co-creation involvement,dominance moderates the mediating effect of co-creation involvement between customers' creation role identity and customer value.Third,study on the mediating effect of customer-firm interaction in the effect of customer resources on customer value.From the perspective of interaction,based on the theory of social interaction,the multiple mediating effect model of customer-firm interaction between customer resources and customer value is been built.The SEM method is used to test the corresponding hypotheses based on the investigation of team tourists.The results are as follows:both human resources and relationship resources of customers have significantly positive effect on reactive interaction;human resources have significantly positive effect on proactive interaction;reactive interaction has significantly positive effect on proactive interaction;reactive interaction has significantly positive effect on utilitarian value;proactive interaction has significantly positive effect on utilitarian value and hedonic value;reactive interaction and proactive interaction have mediating effect on the relationship between customer resources and customer value.Fourth,study on the mediating effect of resource integration and co-creation ability in the effect of customer resources on customer value.From the perspective of resource integration,based on the related theory of resource,the mechanism of customer resources on customer value through resource integration enhancing customer co-creation ability is analyzed and the moderating effect of self-efficacy on resource integration promoting customer co-creation ability is investigated.Based on the investigation of team tourists,the corresponding hypotheses are tested.The results show as follows:both human resources and relationship resources of customers have significantly positive effect on customer co-creation ability through two dimensions of resource integration which are identification and acquisition of resources and allocation and utilization of resources,customer co-creation ability has significantly positive effect on customer utilitarian value and hedonic value;customer resource integration and co-creation ability have mediating effect on the relationship between customer resources and customer value;customer self-efficacy has significant negative moderating effect on the relationship between allocation and utilization of resources and customer co-creation ability.From the theoretical perspective,the research conclusions reveal the influence mechanism of customer resources on customer value in value co-creation,portray the process of customer participation in value co-creation in a detailed and comprehensive way,and improve the value co-creation theory.From the practical perspective,the research conclusions provide effective help for service companies to understand the value co-creation process based on the perspective of customers,which make service companies pay more attention to customer resources and give the companies theoretical guidance and reference in customer education,customer relationship management,organizational support,service project design and atmosphere design.