The Research About Service Innovation Of Retail Enterprise Influence To Customer Purchasing Behavior

As the competition in China’s retail market is becoming increasingly fierce and thedifferences in retail business of commodity of shrinking, at the same time, because customerscan obtain information more convenient, customer demand becomes of individuation anddiversification, the competition of product already can not adapt to the new marketenvironment, how to retain customers become the most urgent that the retail enterprisemanagers want to know. Innovation is an enterprise, industry and national important means tokeep the competitive superiority. China retail enterprise to enhance oneself competition ability,must be with different characteristics of services in the same products, through serviceinnovation to enhance the competitiveness of enterprises. Service innovation in thedevelopment of retail business occupies an important position, how through serviceinnovation to influence customer purchase behavior has become the focus of retail business.In this paper, based on the relevant domestic and international of service innovation andconsumer behavior theory and research, summarize the service innovation and customerpurchase behavior relationship, service innovation helps customers more aware of their value,more feel value for money, and the perceived service value contribute to customer purchasebehavior, and this is precisely in the theoretical framework of the author’s own researchhypothesis, and the construction of service innovation related content, customer perceivedvalue and customer purchase behavior between theoretical model, then, by SPSS17.0andAMOS17.0software to analysis of questionnaires reliability, validity and descriptive statistics,the variables by factor analysis, and test the test model, further verify the impact between eachinfluence factor, thus helping to retail enterprises will abstract service innovation into specificoperating practice. In this study concluded that: service innovation has a significant influenceon perceived value, perceived value has a significant effect on customer purchasing behavior,Personnel and customer participation has positive influence on customer purchasing behavior.Finally, according to the above research results, puts forward a few suggestions, retailenterprises can basis their own actual conditions on the existing services and serviceinnovation, and points out the limitations of this study and future research directions.