Stduy On Relationship Betweem Enterprise Service Innovation, Consumer Emotion,and Behaviral Intentions

With the rapid development of the world economy, the important role services play in economic development has become the standard of developed countries. Service industry is very important to one countries’ economy. Innovation is the key of the development of one enterprise, one industry and one nation, and also lies in their core competitiveness. Innovation not only lies in manufacturing industry which relevant to technologies, but also in rapid growing services industry. Recent years,services industry keeps good momentum worldwide, leads to GDP growth. Become the industry with most contribution to economic development. And behind these performance, the main reason is Service innovation. Service-oriented enterprises should take part in service innovation in order to achieve good performance. But there are many problems in our countries’ services industry,such as lack of competitiveness, low service quality, low consumer satisfaction. These problems constrain the development of enterprises. How to solve these problems attract the attention of entrepreneurs and scholars.Consider these situations, this thesis focus on retail stores, try to some theoretical support and practical guidance to service management from the perspective of relationship between service innovation, consumer emotion and consumer behavioral intention. Trough literature reading in and abroad, and define service innovation, consumer emotion and consumer behavioral intention, discuss their relationship and build theoretical framework. Through empirical studies, we get conclusions below:1service innovation have significantly positive effects on behavioral intention, and its3dimensions (services items and function, services process and service environment)have significantly positive effects on behavioral intention.2service innovation have significantly positive effects on consumer emotion, and its3dimensions (services items and function, services process and service marketing activity)have significantly positive effects on consumer emotion.3consumer emotion have significantly positive effects on behavioral intention. 4consumer emotion have partial mediating effects between service innovation and behavioral intention.