A Study On The Relationship Of Customer Participation,Participation Formality,Customer Value

With the experience economic times come, customers are fundamentally changing the operation of the market mechanism, and they are also beginning to play an increasingly important role. From the enterprise perspective, enterprises have gradually realized that the management model must be to the "customer center", how to maximize the use of customer resources and ability is a key competitive advantage; and from the customer perspective, the prevalence of the post-modern consumer Culture changes the role of the customer, the customer is not simply a passive purchaser of value creation networks they have become an irreplaceable part in, and deeply involved in the enterprise’s value creation activities. To this end, the traditional business-oriented value creation unilaterally began to be questioned, and the model of creating value with customer is widespread concerned.This paper research the impact of the customer participation on customer value combined empirical research to standardize research. In this study, the model is established by customer participation as the independent variable, customer value as the dependent variable, participation in the normative model for the adjustment variable, and further divided the customer involved into sharing information, advice, participation in decision-making three dimensions, the customer value points the perceived cost, functional value, value scenarios, understanding value, emotional value, social value of six dimensions. And through analysis the relationship of the three dimensions of participation and six dimensions of customer value to illustrate the relationship of customer participation and customer value. The empirical results basically validate the idea of this study. The main conclusions are as follows:(1) customer participation have significant impact on the customer value but three dimensions of customer participation impact on the six dimensions of customer value is different. Sharing information has the largest impact on understanding value and the least impact on the perceived cost; provide advice on the impact of social value the most, the least impact on the cognitive value; participation in decision making the greatest impact on the functional value, but the perceived cost and value of scenarios not significant.(2) Participation formality has regulatory role on the relationship of customer participation and customer value. The higher the degree of participation formality, the customer participation d in the greater impact on customer value...