Research On The Impact Of Customer Participation On Service Innovation Performance In Commercial Banks

In1990s, the global industrial structure transited from the “industrial economy” to a“service economy” promoted by the tide of economic globalization and information. Inrecent years, the development of service industrial has a new transformation, which refersto from traditional economic transition to knowledge–intensive business service. In theinternal structure of service, there are some significant changes, someknowledge-intensive business service such as financial service, information service andscience service become pillar in the service industrial.This paper selects Banking as the research object and analyzes the impact ofcustomer participation on service innovation. Start from the study of relevant literatures,it explains the influence of customer participation from the four dimensions of customerparticipation, and then it proposes relevant assumptions in the context of customerknowledge transfer as a mediator. Through questionnaire survey on commercial banks inHubei province, this paper conducts factor analysis, correlation analysis and regression forthe collected data through SPSS statistical software. The empirical research concludes thefollowing results: firstly, in the process of customer participate in service innovation ofcommercial banks, the various dimensions of customer participation are able to promoteservice innovation, but the degree of influence isn’t the same; secondly, customerknowledge transfer has a significant positive impact on commercial banking servicesinnovation performance; thirdly, the positive influence of customer participation onservice innovation performance is achieved by the intervening variable of customerknowledge transfer, customer participation is able to promote customer knowledgetransfer, at the same time, customer knowledge transfer is able to promote serviceinnovation performance, so that customer participation has a positive impact on theservice innovation of commercial banks. At last, this paper proposes some suggestions onservice innovation of commercial banks on the basis of empirical results.