顾客心理授权对创新绩效的影响

发布时间：2018-03-25 14:51

本文选题：顾客心理授权　切入点：创新绩效　出处：《广东工业大学》2016年硕士论文

【摘要】：顾客是一个企业生存发展的重要资源。维持顾客关系,获得更多的顾客资源是企业维持长久发展的重要根本。因此,在竞争越发激烈的今天,企业尤其重视顾客。顾客作为企业的“外在员工”,同样也可以为企业的生产活动与企业交流沟通,提出自己的想法。因此,授予顾客一定的权力,使顾客获得足够的心理授权感,加强企业与顾客之间的关系。顾客中心时代的来临,顾客参与创新的现象越发普遍,顾客参与产品和服务创新过程的管理实践结果不断证明了顾客创新的价值,这让学者和企业家们纷纷重视起来。基于此,顾客心理授权、创新绩效成为学术界特别是营销领域关注的新课题。然而,目前学术界对顾客心理授权或创新绩效研究较多,但是多数学者是把他们作为单个变量研究的,少有学者对顾客心理授权与创新绩效的相互关系及影响进行探讨和研究。社会认知理论和学习理论都认为,个体的行为受到其内在的动机和认知所影响。此外,企业生产活动的实践中得知,顾客在心理上感受的变化会影响到其行为。因此,从顾客动机和认知出发,研究顾客参与企业创新活动的行为具有很大的意义。所以,为了深入研究顾客心理授权与创新绩效的关系,更好地解释顾客的创新行为,本研究从社会认知理论和学习理论出发,帮助企业正确把握顾客的心理,让企业更多地激发顾客的创意,满足顾客的合理需求。因此,本文在研究以往文献的基础之上,构建了顾客心理授权和创新绩效之间的关系模型,并且引入顾客创造力和顾客互动两个中介变量,根据相关理论,把顾客的心理授权划分成几个方面的维度：选择权、.知情权以及影响力。并同时根据模型提出8个研究假设,通过2次调研,获取到322份数据,利用SPSS17.0和Lisrel8.7软件对数据进行分析处理,对研究假设进行验证。相关结论可以帮助企业将有限的资源合理地分配到顾客群体中,提升企业核心竞争实力。本文的研究结论表明,顾客心理授权对创新绩效有积极的影响,顾客心理授权对顾客创造力有积极的影响,顾客心理授权对顾客互动有积极的影响,顾客创造力对创新绩效有积极的影响,顾客互动对创新绩效有积极的影响,顾客互动对顾客创造力有积极的影响以及顾客创造力在顾客心理授权与创新绩效的关系中起着部分中介作用,顾客互动在顾客心理授权与创新绩效的关系中起着部分中介作用。最后根据研究结果提出的管理启示与展望。
[Abstract]:The customer is an important resource for the survival and development of enterprises. To maintain customer relationship, get more customer resources of enterprises to maintain important fundamental long-term development. Therefore, in the increasingly fierce competition today, enterprises pay particular attention to the customer. The customer as the "external staff", can the enterprise production activities communication and business exchanges and put forward their own ideas. Therefore, the customer must grant the power, so that customers get enough psychological empowerment, strengthen the relationship between enterprise and customer. Customer centered era, customer participation in innovation phenomenon is more widespread, the customer management practice in product and service innovation process results shows the customer innovation value this makes scholars and entrepreneurs have to pay attention. Based on this, the customer psychological empowerment, innovation performance has become a new topic in marketing academic circles in particular areas of concern. However, At present, the academic circles on customer psychological empowerment or more research on innovation performance, but most scholars put them as a single variable of the few, to explore and research the relationship between scholars on customer psychological empowerment and innovation performance. And the influence of social cognitive theory and learning theory are considered, the individual behavior is influenced by its inherent the motivation and cognition. In addition, that the practice of enterprise production activities, changes in customer feel psychologically will affect their behavior. Therefore, from the perspective of customer motivation and cognition, is of great significance to enterprise innovation activities of customer participation behavior. Therefore, in order to study the relationship between customer psychological empowerment and innovation performance. To better explain the innovation behavior of customers, this research from the social cognitive theory and learning theory, to help enterprises to correctly grasp the customer's psychology, let more enterprises to stimulate customers Creative, to meet the reasonable needs of customers. Therefore, based on the research of the literature, establishes the relation model between customer psychological empowerment and innovation performance, and the introduction of customer creativity and customer interaction between the two intermediate variables, according to related theories, the customer psychological empowerment is divided into several dimensions: option right. And influence. And at the same time according to the proposed 8 hypotheses model, by the 2 investigation, access to 322 copies of the data, the data were analyzed using SPSS17.0 and Lisrel8.7 software, to verify the research hypothesis. In conclusion can help the enterprise limited resources reasonable allocation to customers, enhance the enterprise the core competitive strength. This study concluded that customer psychological empowerment has a positive impact on innovation performance, customer psychological empowerment has a positive impact on customer creativity, Gu Customer psychological empowerment has a positive impact on customer interaction, customer creativity has a positive effect on innovation performance, customer interaction has a positive effect on innovation performance, customer interaction has a positive effect on customer creativity and plays a mediating role between customer psychological empowerment and innovative performance of customer creativity, customer interaction plays a part the intermediary role in the relationship between customer psychological empowerment and innovation performance. Management implications and prospect finally put forward based on the research results.

【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.1

【参考文献】