The Effects Of Perceived Service Firms' Innovation Reputation On Customer Participation

The economic globalization of the service industry and the increasingly open and international situation have forced service companies to continuously improve their competitiveness through a variety of channels.More and more service companies have begun to increase their customer participation.Especially in the field of professional services,due to the characteristics of high customization,high contact and high trust,the role of customer participation is more prominent and important.However,in actual service delivery,as an outsider of the enterprise,it is difficult for the service company to control whether the customer is involved and the degree of participation,so often the customer participation is insufficient in service interaction.Therefore,it is urgent for service companies to find tools to interfere with customer participation.This study explores the impact of corporate innovation reputation on customer engagement based on social identity theory and the S-O-R model.First,the corporate reputation for innovation is divided into technological innovation reputation and non-technical innovation reputation,and the impact of different types of innovation reputation on customer participation is clarified.Secondly,by introducing the intermediary effect of customer-enterprise identification,reveal the transformation process of innovation reputation to customer participation behavior from the psychological mechanism of motivation.Then,based on the hypotheses,proposed in this paper,the research design and empirical analysis are carried out,and finally the research conclusions and management implications are drawn,and future research directions are prospected.The main research conclusions of this article are as follows:(1)The reputation of technological innovation in service companies can have an indirect impact on customer participation through the two intermediaries:cognitive is omnidirectional,and it can satisfy customers' self-definition and self-evaluation requirements at the same time.(2)The reputation of non-technical innovation not only directly affects customer participation,but also indirectly affects customer participation through the emotional customer-enterprise recognition intermediary,but the impact of non-technical innovation reputation on cognitive customer participation is not significant.By introducing customer-enterprise identity as an intermediary variable,the innovation reputation and non-technical innovation reputation of service companies show different mechanisms of customer participation,which not only promotes the study of corporate reputation,but also reveals the role of corporate reputation to customer participation.Mechanisms and psychological processes have also enriched the research on the antecedent variables of customer participation and provided new ideas for service companies to enhance customer participation in practice.