Empirical Research On Customer Participation And The Impact On The New Products Development Performance

Customer participation has been an important marketing strategy of the enterprise,and to guide customers to efficiently participate in the enterprise value creation system has been a topic which be concerned by service marketing. It has a very important strategic significance on china in transition economies background. On the one hand, customer participation is a "double-edged sword"; it not only brings benefits for the enterprise, but also brings cost and risk. Prompt customers to efficiently participate in the development of new products, the enterprise should manage customer participation to avoid disadvantages.Firstly, discuss the relationship between the four variables; then,we select software industry as the research object to study and research in order to optimize the design and extensive questionnaire content, specially interview with software Park software experts; researchers use SPSS18.0analysis software to analyze data on the relevant variables descriptive statistical analysis, reliability and validity analysis, to verify the scale; again, in order to investigate the deep relationship between the dimensions of the relevant variables, followed by the use of the correlation analysis, etc;Finally, based on theoretical and empirical support, summed up the discussion and results of this research, the idea basically confirmed the hypotheses of this article, the end of the study put forward practical proposals for service enterprises.Through this research, the following conclusions were drawn:First, significantly affect customer participation in the development of new products; Secondly, the two dimensions of customer participation significant impact on new product development performance;once again, in addition to commitment, each dimension of;Finally,customer participation as a intermediary role to embody the relationship quality and customer interaction on the performance of the new product development, in which, Customer participation has fully mediated the relationship quality and customer participation has the part of the intermediary role between customer interaction and new product development performance.The innovation of this paper lies in using a new way of service industry marketing to realize customer participation and giving a great many of strategies and ways to the service industry.