The Influence Of Customer Psychological Empowerment On Innovation Performance

Customer is an important resource for enterprise’s survival and development. Maintaining customer relationship and getting more customer resources are important fundamental for an enterprise to maintain long-term development. Therefore, enterprises pay more effort on maintaining their customer in this increasingly competitive business environment. Customers can be regarded as external employees of an organization by providing constructive ideas and suggestions to the production and business-related activities via communication. As a result, granting certain level of power to customers, allowing them to obtain sufficient psychological sense of empowerment can potentially strengthen the relationship between organizations and customers. Coming of age of the customer center, customers increasingly common phenomenon involved in innovation, customer management practices result of participation in product and service innovation processes consistently proven customer value of innovation, allowing scholars and entrepreneurs have to pay attention to it Based on this, customer psychological empowerment and innovation performance have become a relatively new topic in the academic field, especially in the field of marketing. Although there are a lot of researches focusing on the field of single customer psychological empowerment or innovation performance, there are limited number of researches on the relationship between customer psychological empowerment and innovation performance.The conclusions for Social cognition theory and learning theory are similar. The behavior of individuals is influenced by their intrinsic motivation and cognition. Based on the findings of practice of production activity, it finds that the change of customers’ psychological feelings will affect their behaviors. Therefore, if the enterprises can correctly identify the psychology of customers and act accordingly, it can help enterprises to better manage customer relationship, so that customers can get satisfaction from the purchasing experience.Based on researching of previous literatures, this article establishes the model between customer psychological empowerment and innovation performance. In addition, it will introduce two mediators, which are customer creativity and customer interaction. According to relevant theory, the customer psychological empowerment is divided into three dimensions:the right to know, the right to choose and influence. In addition, this article puts forward eight hypotheses and combines with two researches of 322 samples. All the hypotheses will be tested and relevant conclusions can reasonably help enterprises to allocate their limited resources to the customers and enhance their core competitiveness.The conclusions of this paper show that customer psychological empowerment has a positive impact on innovation performance. Customer psychological empowerment has a positive impact on customer creativity. Customer psychological empowerment has a positive impact on customer interaction. Customer creativity has a positive impact on innovation performance. Customer interaction has positive influence on innovation performance. Customer interaction has positive influence on customer creativity. In addition, customer creativity plays a mediator in the relationship between customer psychological empowerment and innovation performance; customer interaction plays a mediator in the relationship between customer psychological empowerment and innovation performance. At the end of the paper, sufficient suggestions and recommendations will be provided for management.