Research On The Delivery Of Customer Value In The Hybrid Supply Chain In Service-Oriented Manufacturing Based On Customer Participation And Customer Experience

Service-oriented manufacturing is a new business model with the integration of manufacturing and services, and the necessary choice for the transition of manufacturing enterprises, which is helpful to improve the competitiveness of manufacturing industry, and to promote the development of services industry. Manufacturers provide both products and relational supporting value-added service to the customers, and the delivery of products and service in the network of hybrid supply chain can meet customer needs from all sides. In order to maintain competitiveness in the market, enterprises have to increase customer value, through focusing on the demanding of the customer and be market-oriented to encourage customer participation with high customer experience. Therefore, the research on the impacts of customer participation and customer experience on the delivery of customer value in the hybrid supply chain is of great significance.In this paper, with the industry background of stationery manufacturing, focusing on the transaction relationship between stationery shops and consumers, the impacts of customer participation and customer experience on the delivery of customer value are studied and analyzed in an empirical study, using structural equation modeling method. The results shows that customer participation and customer experience can significantly improve the delivery results of customer value. Customer participation has significant positive effects on service capacity, indirect effects on customer perceived value through service capacity, and significant negative effects on customer satisfaction; customer experience has significant positive effects on service capacity, customer perceived value and customer post-purchase intention, and indirect effects on customer satisfaction through perceived value; customer participation also has significant positive effects on customer experience. Moreover, different dimensions of customer participation and customer experience have different influences on service capacity, customer perceived value, etc. Based on the empirical results, the conceptual model of the impacts of customer participation and customer experience on the delivery of customer value is proposed, following which some useful suggestions on customer strategy for the enterprises in business practice are put forward.