| With the development of service economy, the customer-centered marketing concept has been gaining more and more importance. Enterprises have increasingly realized the importance of good customer relationship, and need to intensely communicate with customers, enhance customer satisfaction and cultivate customer loyalty in order to win competitive advantage in the market, and therefore, have adopted customer involvement as a useful method of relationship marketing. Enterprises have come to know that they need to cooperate with customers, make full use of customers’ability, incorporate customers into their own producing system, and make individualized service and products that can satisfy their needs in order to survive and develop.The importance of customer involvement in the service process has been highlighted, but how to effectively promote the customer involvement is always a challenge to enterprises. Factors influencing customer involvement could be explored from two angles-enterprises and customers. This article discusses the influence factors of customer involvement from the perspective of enterprise, including two aspects of customer education and customer support. First, enterprises enhance customer’s knowledge and skills through education programs, meanwhile, the program could attract customers to participate in service with more interactive communication and activities. Secondly, customer support includes support by enterprises and that between themselves. It will affect customers’ satisfaction, enterprise image and the willingness of customer participation. When customers can enjoy the enterprise’s help and support, or their contributions are valued by the enterprise, they will positively join in the company’s management and development. This paper use the mediator(customer readiness)to explore the mechanism between independent variables(customer education and customer support) and dependent variables(customer involvement). This research hopes to be helpful for enterprises to design effective strategy and to make full use of customer’s ability to create value and realize optimal interest.This paper first reviews some theories that are related to customer involvement theory, customer education theory, organization support theory and customer readiness theory, and then constructs the model, the evaluation index system and the hypothesises on this basis. Then the empirical research is proceeded in the background of cycling, collecting the questionnaires and using SPSS 20.0 and AMOS 20.0 software to analyze the statistic. According to the result of the investigation and analysis, the study draws several important conclusions:firstly, customer education and customer support for are seperately influence customer involvement and customer readiness(including three latitudes of role clarity, ability, motivation) positively. Secondly, customer readiness, as the mediator of customer education and customer support will affect the customer involvement seperately. In the end, this paper proposes the relevant recommendations and countermeasures from the customer education perspective and customer support, and makes a further research outlook. |
