A Study Of The Relationship Between Customer Participation And Employee Service Innovation Behavior

With the advent of the era of global service economy,consumers are increasingly demanding service products,service companies are facing unprecedented challenges,service innovation has become an inevitable choice for enterprises to maintain competitive advantage.For service enterprises,the service provider has a unique key role in service innovation process,they maintain direct contact with customers,and customers will continue to interact with them orderly and continuously.This interaction has laid the foundation for service innovation smoothly,so the employees' service innovation behavior have important links with customer participation behavior and employees' service innovation behavior cannot do without customer participation.In order to improve the employee service innovation ability,this paper emphasize the relationship between customer participation and employee service innovation behavior and focuses on solving three problems: firstly,studying on the relationship between employee service innovation behavior and customer participation;secondly,exploreing whether there is an intermediary role in the knowledge sharing of customer participation and employee service innovation behavior;thirdly,examining whether the individual learning ability has a moderating effect on the knowledge sharing and employee service innovation behavior.This paper includes five parts: the first chapter is the introduction.The first part is research background,relevant literature,research content and research methods.The second chapter is the theoretical basis,from the service contact theory,social interaction theory to "SOR model" theory.The third chapter analysis the customer participation and employee service innovation behavior and put forward the hypothesis.The fourth chapter is empirical analysis.This study take the domestic commercial banks as the research object and collect the 355 copies of the questionnaire data,using SPSS and AMOS software to examine the relationship between all variables,obtaining the following conclusion:firstly,customer participation has significant positive influences on employee service innovation behavior;secondly,customer participation has a direct positive influence on knowledge sharing;thirdly,knowledge sharing has more significant positive influences on employee service innovation behavior;fourthly,knowledge sharing plays a partial intermediary role in the influence of customer participation on employee service innovation behavior;fifthly,individual learning ability is playing a positive moderating role when knowledge sharing affects employee service innovation behavior.The fifth chapter is the summary and prospect.According to the above study based on the conclusion,it will further reveals the specific relationship between customer participation and employee service innovation behavior,and further enrich the research field of employee service innovation in our country,but also provide useful management guidance to service enterprises.