Customer Co-creation in Manufacturers’ Service Innovation

• Main Authors: Hua-ChenChang, 張華真
• Other Authors: Jia-Ling Liu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/91362354987980936365

碩士 === 國立成功大學 === 國際企業研究所 === 104 === Due to the shortened product life cycle and fast pace of changing, manufacturers could not follow out-of-date principles. Recently, manufacturers are increasingly collaborating with their suppliers, clients or even competitors, and this new way is so-called “co-creation in manufacturers” which may expectedly raise the performance of service innovation. Nevertheless, there is few research which focuses on the transformation of the strategy from a manufacturer company to a service-product orientation enterprise. Due to the difference between services and products, companies should be awared the abilities they hold and the strategy they take. This study intends to have an overall view on how customer orientation, relational capabilities and customer bargaining power influence the co-creation with customer and whether customer co-creation leads to better performance of service innovation. At the same time, this study also discusses about the moderating effect of absorptive capacity on the relationship between customer co-creation and service innovation performance. The results of study show: (1) customer orientation and customer bargaining power have positive influences on customer co-creation; (2) customer co-creation has positive influence on performance of service innovation; (3) absorptive capacities will positively moderate the relationship between customer co-creation and performance of service innovation.