顾客参与影响新服务开发绩效的机制研究：以组织学习为中介变量
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摘要
随着市场上服务产品种类的日益增加、竞争激烈程度的不断加剧及需求变化速度的逐步加快,单一企业的研发能力已难以适应顾客需求的快速变化,因而吸引顾客参与已成为很多企业追求高水平新服务开发绩效的一个战略选择。作为顾客而言,由于生活水平的不断提高,外界可供选择商品种类的日益增加,他们面临着更多的产品选择机会。因此,顾客角色发生了根本性变化,他们已经从被动的产品接受者变成了产品的共同生产者、顾客价值的共同创造者及企业能力的共同开发者。自此,顾客参与对新服务开发绩效的影响就成了实践界和理论界所关注的重点问题之一。
虽然学术界和管理者都认识到顾客参与对新服务开发绩效影响的重要性,但目前学者们就相应影响机制的研究还不够系统。基于此,本文在吸收前人研究成果的基础上,从维度层面,以组织学习为中介变量,以我国B2B情境下的服务企业为研究对象,运用规范分析和实证研究相结合的方法,系统地探讨了顾客参与的不同纬度对新服务开发绩效相应维度的影响,尤其是探索了组织学习不同维度在这一影响关系中的中介效应,从而为基于组织学习视角开展顾客参与研究提供一个新的理论视角和分析框架。
论文的研究工作包括以下方面：第一,通过文献研究、企业深度访谈等方法,明确了顾客参与、组织学习和新服务开发绩效的维度界定,特别是从智力资本视角提出顾客参与的维度界定体系。第二,通过文献回顾、理论推演及企业访谈等方法,构建出顾客参与各维度和新服务开发内隐绩效各维度之间关系,以及顾客参与各维度通过组织学习各维度影响新服务开发内隐绩效各维度机制的理论模型。第三,以我国B2B情境下服务企业的顾客参与新服务开发活动为具体调查对象,利用问卷调查方法收集数据,通过描述性统计分析、因子分析、结构方程建模及层次回归分析等计量统计方法,运用SPSS15.0和LISREL8.70软件对问卷调查所得数据进行分析,检验了相关变量之间的直接影响关系和中介效应,并对分析结果进行了讨论。
经过上述研究工作,本文得到如下研究结论：第一,嵌入组织学习中介变量的顾客参与新服务开发研究的新视角,可以对顾客参与新服务开发问题做出更系统、更深入的研究。第二,从新的视角可见,顾客参与、组织学习和新服务开发绩效内涵的层次性可以做出更精致、更丰富的阐释。第三,以新阐释的顾客参与、组织学习和新服务开发绩效内涵的层次性为基础,可以发现,它们是实现多维度对接的关联性范畴群。第四,以本文阐释的多维度对接的关联性范畴群为基点,可以构建与顾客参与新服务开发相关的新的测量体系。第五,新构建的顾客参与新服务开发相关的测量体系,包容着顾客参与新服务开发的新机制。
本文的创新主要表现在以下几个方面：第一,嵌入组织学习中介变量剖析顾客参与影响新服务开发绩效的机制效应,设计了顾客参与新服务开发绩效研究的新视角；第二,从新的视角对顾客参与、组织学习和新服务开发绩效内涵的层次性做出新的解释,并以此为基础揭示了顾客参与、组织学习和新服务开发绩效是可以实现多维度对接的关联性范畴群；第三,以本文阐释的多维度对接的关联性范畴群为基点,构建了与顾客参与新服务开发相关的新的测量体系；第四,以新构建的顾客参与新服务开发相关的测量体系为主要依托,剖析了顾客参与新服务开发的新机制。
With service products in market are increasing, competition intensity is growing and demand change is speeding up, so it is difficult for the R&D capability of single enterprise to adapt to rapid changes of customer demand. Therefore, attracting customer participation becomes a strategic choice for many enterprises to obtain a high level of new service development performance. Due to continuous improvement of living standards and the choice of goods is increasing, customers are faced with more opportunities to choose them. So the fundamental change of customer role has taken place. They have become co-producers of products, co-creators of customer value and co-developers of enterprise ability from passive recipients. Since then, research on impact of customer participation on new service development performance has been attracting a great amount of intention by practitioners and scholars.
While the academia and managers have recognized the importance of impact of customer participation on new service development performance, there is no systemic research on impact mechanism. So, based on previous research, selecting service enterprises in B2B context as object and applying normative analysis and empirical research methods, the paper systematically explores impact of different dimensions of customer participation on dimensions of new service development performance using organizational learning as mediating variable. Especially, it explores mediating effects of different dimensions of organizational learning between the relationships above, and it provides a new theoretical perspective and a more complete framework for research on the topic of customer participation based on organizational learning.
The work of this paper mainly includes three aspects as follows:Firstly, it identifies dimensions of customer participation, organizational learning and new service development performance through literature research, deep surveys and interviews. Especially, it identifies the system of dimensions of customer participation from the perspective of intellectual capital. Secondly, it establishes a mechanism model about the relationship between dimensions of customer participation and implicit performance of new service development, and the mechanism of impact of dimensions of customer participation on dimensions of implicit performance of new service development using the mediating variable of organizational learning through literature review, theoretical deduction and enterprise interview. Thirdly, selecting customer participation in activities of new service development in B2B context as survey objects, the paper examines the above direct effects and mediating effects among relative variables through some statistical measurement methods such as descriptive statistics analysis, factor analysis, structural equation modeling and hierarchical regression analysis using the software SPSS15.0and LISREL8.70to analyse data obtained by questionnaire survey. At last, the findings are discussed.
Through the above work, the main conclusions are as follows:Firstly, customer participation, organizational learning and new service development performance are all multi-diemnsions concepts which can be connected organically. Customer participation is composed of three dimensions such as human customer participation, structure customer participation and relationship customer participation. Organizational learning includes transformative learning, exploratory learning and exploitative learning. New service development performance can be disaggregated into implicit performance and explicit performance. Implicit performance includes speed to market and innovative degree, and explicit performance is composed of market performance and competitive superiority. Secondly, there are different, significant and direct impacts of customer participation on implicit performance of new service development, and implicit performance of new service development on explicit performance. The positive impacts of human customer participation on speed to market, relationship customer participation on speed to market and innovative degree, speed to market on market performance and competitive superiority, innovative degree on market performance are all significant. Thirdly, through introducing organizational learning, it can form a more effective promotion mechanism of implicit performance of new service development based on customer participation. There are significantly partial mediating effects of transformative learning on the relationships between human customer participation and speed to market and innovative degree. Partial mediating effects of exploratory learning and exploitative learning on the relationships between human customer participation, structure customer participation and speed to market and innovative degree are also significant.
The innovation of this paper includes three aspects:Firstly, research topic is innovative. Based on expanding theoretical findings, it not only makes a breakthrough about relevant research on customer participation in service delivery, but also deepens research on customer innovation and its performance impact, which lays the foundation or produces the theoretical reference value for the further empirical research. Secondly, research view is innovative. It systematically analyses the intrinsic mechanism of impact of customer participation on new service development performance through organizational learning. This broadens research perspective of the impact of customer participation on new service development performance and makes up the pity of the absence of empirical studies in this field. Thirdly, measurement system of variables is innovative. It establishes the dimension definition and measurement system of customer participation based on the perspective of intellectual capital and organizational learning, which adds a choice of definition method for research on customer participation and organizational learning and to some extent makes up for the lack of adequate definition methods on customer participation and organizational learning under Chinese cultural context.
虽然学术界和管理者都认识到顾客参与对新服务开发绩效影响的重要性,但目前学者们就相应影响机制的研究还不够系统。基于此,本文在吸收前人研究成果的基础上,从维度层面,以组织学习为中介变量,以我国B2B情境下的服务企业为研究对象,运用规范分析和实证研究相结合的方法,系统地探讨了顾客参与的不同纬度对新服务开发绩效相应维度的影响,尤其是探索了组织学习不同维度在这一影响关系中的中介效应,从而为基于组织学习视角开展顾客参与研究提供一个新的理论视角和分析框架。
论文的研究工作包括以下方面：第一,通过文献研究、企业深度访谈等方法,明确了顾客参与、组织学习和新服务开发绩效的维度界定,特别是从智力资本视角提出顾客参与的维度界定体系。第二,通过文献回顾、理论推演及企业访谈等方法,构建出顾客参与各维度和新服务开发内隐绩效各维度之间关系,以及顾客参与各维度通过组织学习各维度影响新服务开发内隐绩效各维度机制的理论模型。第三,以我国B2B情境下服务企业的顾客参与新服务开发活动为具体调查对象,利用问卷调查方法收集数据,通过描述性统计分析、因子分析、结构方程建模及层次回归分析等计量统计方法,运用SPSS15.0和LISREL8.70软件对问卷调查所得数据进行分析,检验了相关变量之间的直接影响关系和中介效应,并对分析结果进行了讨论。
经过上述研究工作,本文得到如下研究结论：第一,嵌入组织学习中介变量的顾客参与新服务开发研究的新视角,可以对顾客参与新服务开发问题做出更系统、更深入的研究。第二,从新的视角可见,顾客参与、组织学习和新服务开发绩效内涵的层次性可以做出更精致、更丰富的阐释。第三,以新阐释的顾客参与、组织学习和新服务开发绩效内涵的层次性为基础,可以发现,它们是实现多维度对接的关联性范畴群。第四,以本文阐释的多维度对接的关联性范畴群为基点,可以构建与顾客参与新服务开发相关的新的测量体系。第五,新构建的顾客参与新服务开发相关的测量体系,包容着顾客参与新服务开发的新机制。
本文的创新主要表现在以下几个方面：第一,嵌入组织学习中介变量剖析顾客参与影响新服务开发绩效的机制效应,设计了顾客参与新服务开发绩效研究的新视角；第二,从新的视角对顾客参与、组织学习和新服务开发绩效内涵的层次性做出新的解释,并以此为基础揭示了顾客参与、组织学习和新服务开发绩效是可以实现多维度对接的关联性范畴群；第三,以本文阐释的多维度对接的关联性范畴群为基点,构建了与顾客参与新服务开发相关的新的测量体系；第四,以新构建的顾客参与新服务开发相关的测量体系为主要依托,剖析了顾客参与新服务开发的新机制。
With service products in market are increasing, competition intensity is growing and demand change is speeding up, so it is difficult for the R&D capability of single enterprise to adapt to rapid changes of customer demand. Therefore, attracting customer participation becomes a strategic choice for many enterprises to obtain a high level of new service development performance. Due to continuous improvement of living standards and the choice of goods is increasing, customers are faced with more opportunities to choose them. So the fundamental change of customer role has taken place. They have become co-producers of products, co-creators of customer value and co-developers of enterprise ability from passive recipients. Since then, research on impact of customer participation on new service development performance has been attracting a great amount of intention by practitioners and scholars.
While the academia and managers have recognized the importance of impact of customer participation on new service development performance, there is no systemic research on impact mechanism. So, based on previous research, selecting service enterprises in B2B context as object and applying normative analysis and empirical research methods, the paper systematically explores impact of different dimensions of customer participation on dimensions of new service development performance using organizational learning as mediating variable. Especially, it explores mediating effects of different dimensions of organizational learning between the relationships above, and it provides a new theoretical perspective and a more complete framework for research on the topic of customer participation based on organizational learning.
The work of this paper mainly includes three aspects as follows:Firstly, it identifies dimensions of customer participation, organizational learning and new service development performance through literature research, deep surveys and interviews. Especially, it identifies the system of dimensions of customer participation from the perspective of intellectual capital. Secondly, it establishes a mechanism model about the relationship between dimensions of customer participation and implicit performance of new service development, and the mechanism of impact of dimensions of customer participation on dimensions of implicit performance of new service development using the mediating variable of organizational learning through literature review, theoretical deduction and enterprise interview. Thirdly, selecting customer participation in activities of new service development in B2B context as survey objects, the paper examines the above direct effects and mediating effects among relative variables through some statistical measurement methods such as descriptive statistics analysis, factor analysis, structural equation modeling and hierarchical regression analysis using the software SPSS15.0and LISREL8.70to analyse data obtained by questionnaire survey. At last, the findings are discussed.
Through the above work, the main conclusions are as follows:Firstly, customer participation, organizational learning and new service development performance are all multi-diemnsions concepts which can be connected organically. Customer participation is composed of three dimensions such as human customer participation, structure customer participation and relationship customer participation. Organizational learning includes transformative learning, exploratory learning and exploitative learning. New service development performance can be disaggregated into implicit performance and explicit performance. Implicit performance includes speed to market and innovative degree, and explicit performance is composed of market performance and competitive superiority. Secondly, there are different, significant and direct impacts of customer participation on implicit performance of new service development, and implicit performance of new service development on explicit performance. The positive impacts of human customer participation on speed to market, relationship customer participation on speed to market and innovative degree, speed to market on market performance and competitive superiority, innovative degree on market performance are all significant. Thirdly, through introducing organizational learning, it can form a more effective promotion mechanism of implicit performance of new service development based on customer participation. There are significantly partial mediating effects of transformative learning on the relationships between human customer participation and speed to market and innovative degree. Partial mediating effects of exploratory learning and exploitative learning on the relationships between human customer participation, structure customer participation and speed to market and innovative degree are also significant.
The innovation of this paper includes three aspects:Firstly, research topic is innovative. Based on expanding theoretical findings, it not only makes a breakthrough about relevant research on customer participation in service delivery, but also deepens research on customer innovation and its performance impact, which lays the foundation or produces the theoretical reference value for the further empirical research. Secondly, research view is innovative. It systematically analyses the intrinsic mechanism of impact of customer participation on new service development performance through organizational learning. This broadens research perspective of the impact of customer participation on new service development performance and makes up the pity of the absence of empirical studies in this field. Thirdly, measurement system of variables is innovative. It establishes the dimension definition and measurement system of customer participation based on the perspective of intellectual capital and organizational learning, which adds a choice of definition method for research on customer participation and organizational learning and to some extent makes up for the lack of adequate definition methods on customer participation and organizational learning under Chinese cultural context.
引文
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