本文選題：顧客心理授權(quán)　切入點：創(chuàng)新績效　出處：《廣東工業(yè)大學(xué)》2016年碩士論文

【摘要】：顧客是一個企業(yè)生存發(fā)展的重要資源。維持顧客關(guān)系,獲得更多的顧客資源是企業(yè)維持長久發(fā)展的重要根本。因此,在競爭越發(fā)激烈的今天,企業(yè)尤其重視顧客。顧客作為企業(yè)的“外在員工”,同樣也可以為企業(yè)的生產(chǎn)活動與企業(yè)交流溝通,提出自己的想法。因此,授予顧客一定的權(quán)力,使顧客獲得足夠的心理授權(quán)感,加強企業(yè)與顧客之間的關(guān)系。顧客中心時代的來臨,顧客參與創(chuàng)新的現(xiàn)象越發(fā)普遍,顧客參與產(chǎn)品和服務(wù)創(chuàng)新過程的管理實踐結(jié)果不斷證明了顧客創(chuàng)新的價值,這讓學(xué)者和企業(yè)家們紛紛重視起來�；诖�,顧客心理授權(quán)、創(chuàng)新績效成為學(xué)術(shù)界特別是營銷領(lǐng)域關(guān)注的新課題。然而,目前學(xué)術(shù)界對顧客心理授權(quán)或創(chuàng)新績效研究較多,但是多數(shù)學(xué)者是把他們作為單個變量研究的,少有學(xué)者對顧客心理授權(quán)與創(chuàng)新績效的相互關(guān)系及影響進行探討和研究。社會認知理論和學(xué)習(xí)理論都認為,個體的行為受到其內(nèi)在的動機和認知所影響。此外,企業(yè)生產(chǎn)活動的實踐中得知,顧客在心理上感受的變化會影響到其行為。因此,從顧客動機和認知出發(fā),研究顧客參與企業(yè)創(chuàng)新活動的行為具有很大的意義。所以,為了深入研究顧客心理授權(quán)與創(chuàng)新績效的關(guān)系,更好地解釋顧客的創(chuàng)新行為,本研究從社會認知理論和學(xué)習(xí)理論出發(fā),幫助企業(yè)正確把握顧客的心理,讓企業(yè)更多地激發(fā)顧客的創(chuàng)意,滿足顧客的合理需求。因此,本文在研究以往文獻的基礎(chǔ)之上,構(gòu)建了顧客心理授權(quán)和創(chuàng)新績效之間的關(guān)系模型,并且引入顧客創(chuàng)造力和顧客互動兩個中介變量,根據(jù)相關(guān)理論,把顧客的心理授權(quán)劃分成幾個方面的維度：選擇權(quán)、.知情權(quán)以及影響力。并同時根據(jù)模型提出8個研究假設(shè),通過2次調(diào)研,獲取到322份數(shù)據(jù),利用SPSS17.0和Lisrel8.7軟件對數(shù)據(jù)進行分析處理,對研究假設(shè)進行驗證。相關(guān)結(jié)論可以幫助企業(yè)將有限的資源合理地分配到顧客群體中,提升企業(yè)核心競爭實力。本文的研究結(jié)論表明,顧客心理授權(quán)對創(chuàng)新績效有積極的影響,顧客心理授權(quán)對顧客創(chuàng)造力有積極的影響,顧客心理授權(quán)對顧客互動有積極的影響,顧客創(chuàng)造力對創(chuàng)新績效有積極的影響,顧客互動對創(chuàng)新績效有積極的影響,顧客互動對顧客創(chuàng)造力有積極的影響以及顧客創(chuàng)造力在顧客心理授權(quán)與創(chuàng)新績效的關(guān)系中起著部分中介作用,顧客互動在顧客心理授權(quán)與創(chuàng)新績效的關(guān)系中起著部分中介作用。最后根據(jù)研究結(jié)果提出的管理啟示與展望。
[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.

【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F273.1

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