基于关系导向的企业与顾客价值共创机理研究

Value co-creation is the frontier research domains of marketing. This study will build an interaction-value impact relationship model based on both home and abroad former related researches on value co-creation. The model focuses on the formation mechanism of the value co-creation between enterprises and customers and takes interaction-experience-value framework as its value creation logic, in which experience is considered as a mediate variable and the variables such as interaction quality and experience quality are taked as moderate variables. The resource theory will be introduced in this study and the definition of customer particaption will be refined. Based on resource theory, the constructs such as customer resouce providing, enterprise resouce providing, value promoting, etc, will be put forward as the antecedent variables of the value co-creation. An impact mechanism model between antecedent variables and value co-creation then will be established. The output constructs are respesctively customer expression, customer share, customer satisfactory and customer loyalty. An impact mechanism model among antecedent variables of value co-creation, each variables in the value co-creation system and the output variables will then be put forward, in which customer value is considered as the mediate variable among them. The enterprise value will be introduced into the value co-creation system and divided into two dimensions, that is, economic vlaue and customer asset. Economic vlaue will be re-defined and an impact mechanism model among economic vlaue, customer asset and the related variables of value co-creation will be also built. The dimensions of relationship orientation will be explored. An impact mechanism model among relationship orientation, value co-creation and relationship benefit will be built. The results of this study will further enrich current marketing thories and thus has important both academic and practical implications.

价值共创是营销学科的前沿研究领域。本项目研究将在借鉴国内外价值共创相关研究成果的基础上，以企业与顾客价值共创生成机理为研究核心，提出互动-体验-价值的价值产生逻辑模式，构建以体验为中介变量、互动质量和体验质量等为调节变量的互动-价值影响关系模型。引入资源理论的观点，完善顾客参与变量定义，提出顾客资源提供、企业资源提供、价值促进等研究变量，构建前因变量与价值共创之间的影响机制模型；提出以顾客表达、顾客分享、顾客满意和顾客忠诚作为产出变量，构建以顾客价值为中间变量的价值共创前因变量、价值共创系统各变量与各产出变量间的影响机制模型。将企业价值纳入价值共创系统，提出经济价值和顾客资产两个维度，并对经济价值进行界定，构建经济价值、顾客资产与价值共创相关变量影响机制模型。界定关系导向维度，构建关系导向、价值共创、关系利益间影响机制模型。其研究成果将进一步丰富现代营销理论，具有重要的理论价值和实践价值。

项目研究以社会学和心理学领域的社会认知理论、关系营销理论、服务主导逻辑理论、消费者行为理论为基础，在关系情景下，针对服务营销过程中的服务企业和服务人员与顾客关系、非交易类虚拟社区和企业社交网站中服务人员与用户的关系、以及在线品牌社区中的品牌与消费者的关系，以关系导向为研究主线，以企业和顾客参与的价值共创为研究核心，从不同研究视角探索了关系、互动、顾客知识、顾客心理特征、顾客契合、顾客参与、社区交互、价值共创活动、价值共创、顾客价值、关系利益、关系质量、社区认同、顾客满意、顾客忠诚、口碑、承诺等变量之间的相互作用关系，通过文献回顾和理论研究构建理论研究模型，提出研究假设。实证研究中，分别以汽车服务业企业顾客、企业社交网站顾客，在线品牌社区顾客、非交易类虚拟社区用户作为调查对象，采用问卷调查方法收集数据，通过数据分析对研究假设进行验证，研究发现了各变量之间存在的复杂内在联系和影响机理。本项目的研究成果丰富了现代市场营销理论，为我国企业从关系营销角度提高顾客满意和顾客忠诚，确立企业竞争优势提供理论指导。