Study On The Impact Of Enterprise Market Flexibility To Customer Value

With the dramatically updated development of economy,the dynamic environment of complex and uncertainty which leaves the traditional management philosophy,management method,and static mind mode can barely meet the needs of adaption to the new era for enterprises.Therefore,to seek the breakthrough of sustainable survival and development is the most important issue for them.Apparently,due to the increasingly fierce competition and diversified demands from customers,the enterprise market flexibility is no doubt the most direct,flexible,and effective solution for those enterprises and corporations to achieve their strategic objectives and improve the customer value.At present,it is widely acknowledged by Scholars that flexible mind helps the enterprises to overcome the barriers of limited resource and ability.Moreover the dynamic strategy mode helps enterprises to adapt to the continuously changed market environment,so as to boost the whole performance of the firms to a large measure.Accordingly,on one hand,"flexible" mind has gradually attracted more and more focus from the scholars and entrepreneurs.On the other hand,whether it can help enterprises to improve the ability of strategic decision and customer value or not,it definitely plays a pivotal role in the economy development.Therefore,decision-making capability is viewed as an intermediate variable in this paper,for the purpose of exploring the impact of enterprise market flexibility to customer value,which has significant theoretical and practical value to a large degree.Consequently,on basis of the market flexibility theory and previous researches,the market flexibility is divided into two dimensions for the first time,which are the market resources flexibility and market capacity flexibility respectively.Moreover,proceed from the perspective of strategic decision,the relationship model of enterprise market flexibility,decision-making capability and customer value is established,and then an appropriate research hypothesis is proposed.After that,on the basis of survey data from the questionnaires,and the use of statistical software of SPSS 19.0 and LISREL8.70 for data analysis descriptive statistics,reliability analysis,validity analysis,multiple regression analysis and structural equation modeling analysis,it is verified that enterprise market flexibility has a positive effect on customer value,and decision-making capability do plays an intermediate role between enterprise market flexibility and customer value.Among them,the market resources flexibility promotes customer value more than market capacity flexibility,and plays a leading role in the impact of enterprise market flexibility to customer value;decision-making capability do plays different intermediate role between enterprise market flexibility and customer value.Ultimately,on the basis of the research results of this paper,as well as the management practices of enterprises and unions,this paper puts forward suggestions for the purpose of promoting the rapid growth of Fujian's enterprises.