互动导向对服务创新绩效的影响机制——一项B2B服务情境下的实证研究
|
摘要
互动导向对服务企业的创新绩效影响显著,但对其作用机理以及在不同服务情境下的作用效果如何,却并没有引起相关研究的足够重视。本文以多维的服务创新能力视角梳理了互动导向、服务创新能力与创新绩效三者间的逻辑联系,并选取B2B服务企业276家作为调查样本进行实证检验。研究结果表明:在B2B服务情境下,互动导向对三个维度的服务创新能力,即聚焦于顾客的创新能力、聚焦于营销的创新能力和聚焦于技术的创新能力,皆具有显著的正向影响;在三个维度的创新能力对创新绩效的贡献中,聚焦于营销的创新能力高于其他两个维度的创新能力。上述研究,一方面有助于纠正人们的"一点论"倾向,即一味地强调聚焦于顾客的创新能力,而忽视企业在营销有效性和技术领先性方面的修炼;另一方面,通过突出营销创新的价值与贡献,澄清了人们在"B2B领域的服务创新是否由技术创新来主导"的模糊认识。
Interaction orientation has a significant impact on innovation performance of service enterprises, but the process and effect of interaction orientation on innovation performance in different service situations have not been paid enough attention. From the perspective of multi-dimensional innovation capability, this paper explores the logical relationship among interaction orientation, service innovation capability and innovation performance, and tests it with a sample of 276 B2 B service enterprises. The results show that, in the context of B2 B service industry, the three dimensions of service innovation capability, namely client-focused innovation capability, marketing-focused innovation capability, and technology-focused innovation capability, are all significantly affected by interaction orientation. In terms of the contribution to innovation performance, marketing-focused innovation capability is relatively higher than other two dimensions of innovation capability. These findings not only rectify the tendency to exaggerate the client-focused innovation capability while ignore the cultivation of marketing and technology capability, but also clarify the ambiguity which argues that the leading factor in the Business-to-Business field is technology innovation by highlighting the value and contribution of marketing innovation.
Interaction orientation has a significant impact on innovation performance of service enterprises, but the process and effect of interaction orientation on innovation performance in different service situations have not been paid enough attention. From the perspective of multi-dimensional innovation capability, this paper explores the logical relationship among interaction orientation, service innovation capability and innovation performance, and tests it with a sample of 276 B2 B service enterprises. The results show that, in the context of B2 B service industry, the three dimensions of service innovation capability, namely client-focused innovation capability, marketing-focused innovation capability, and technology-focused innovation capability, are all significantly affected by interaction orientation. In terms of the contribution to innovation performance, marketing-focused innovation capability is relatively higher than other two dimensions of innovation capability. These findings not only rectify the tendency to exaggerate the client-focused innovation capability while ignore the cultivation of marketing and technology capability, but also clarify the ambiguity which argues that the leading factor in the Business-to-Business field is technology innovation by highlighting the value and contribution of marketing innovation.
引文
[1] Bagozzi R., Yi Y. On the Evaluation of Structural Equation Models[J].Journal of the Academy of Marketing Science,1988,16(1):74-94.
[2] Bollen K. A., Long J. S. Testing Structural Equation Models[J].Bms Bulletin of Sociological Methodology,1993,69(39):66-67.
[3] Chapman R., L., Soosay C., Kandampully J. Innovation in Logistics Services and the New Business Model: A Conceptual Framework[J].International Journal of Physical Distribution & Logistics Management,2003,33(7):630-605.
[4] Den Hertog P. Knowledge-Intensive Business Services as Co-Producers of Innovation[J].International Journal of Innovation Management,2000,4(3):491-528.
[5] Den Hertog P., Wietze Van Der A., De Jong M. W. Capabilities for Managing Service Innovation: Towards a Conceptual Framework[J].Journal of Service Management,2010,21(4):490-514.
[6] Edvardsson B., Olsson J. Key Concepts in New Service Development[J].Service Industries Journal,1996,16(2):140-164.
[7] Flint D., J.,Larsson E.,Gammelgaard B., et al. Logistics Innovation: A Customer Value-Oriented Social Process[J].Journal of Business Logistics,2005,26(1):113-147.
[8] Fornell C., Larcker D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J].Journal of Marketing Research,1981,18(1):39-50.
[9] Gadrey J., Gallouj F., Weinstein O. New Modes of Innovation-How Services Benefit Industry[J].International Journal of Service Industry Management,1995,6(3):4-16.
[10] Hair J. F.,Anderson R. E.,Tatham R. L., et al. Multivariate Data Analysis: With Readings[M].Prentice Hall, 1995.
[11] Hair J. F.,Black B.,Babin B., et al. Multivariate Data Analysis[M].New Jersey:Prentice Hall, 2005.
[12] Hogan S.,Soutar G. N.,Mccoll-Kennedy J., et al. Reconceptualizing Professional Service Firm Innovation Capability: Scale Development[J].Industrial Marketing Management,2011,40(8):1264-1273.
[13] Lee J. S., Xon Y. X. A Customer Service Process Innovation Using the Integration of Data Base and Case Base[J].Expert Systems with Applications,1996,11(4):543-552.
[14] Lengnick-Hall C. A. Customer Contributions to Quality: A Different View of the Customer-Oriented Firm[J].Academy of Management. The Academy of Management Review,1996,21(3):791.
[15] Lettl C. User Involvement Competence for Radical Innovation[J].Journal of Engineering and Technology Management,2007,24(1):53-75.
[16] Oke A. Innovation Types and Innovation Management Practices in Service Companies[J].International Journal of Operations & Production Management,2007,27(6):564-587.
[17] Ramani G., Kumar V. Interaction Orientation and Firm Performance[J].Journal of Marketing,2008,72(1):27-45.
[18] Soosay C., Hyland P. Driving Innovation in Logistics: Case Studies in Distribution Centres[J].Creativity and Innovation Management,2004,13(1):41-51.
[19] Soosay C., Sloan T. Driving Change: Innovation Management in Distribution Centres[J].Journal of Asia Entrepreneurship and Sustainability,2005,1(2):1-21.
[20] Sundbo J. Management of Innovation in Services[J].The Service Industries Journal,1997,17(3):432.
[21] Vargo S. L., Lusch R. F. Evolving to a New Dominant Logic for Marketing[J].Journal of marketing,2004:1-17.
[22] Vries D. Innovation in Services in Networks of Organizations and in the Distribution of Services[J].Research Policy,2006,35(7):1037-1051.
[23] 董洁林, 李晶.企业技术创新模式的形成及演化—基于华为、思科和朗讯模式的跨案例研究[J].科学学与科学技术管理,2013(3):3-12.
[24] 杜运周, 张玉利.互动导向与新企业绩效:组织合法性中介作用[J].管理科学,2012(4):22-30.
[25] 高永琳, 骆温平, 孙晓波.物流企业创新能力与企业互动的交互作用[J].中国流通经济,2016(5):25-35.
[26] 韩飞, 许政.互动导向、创新意愿与创新能力[J].税务与经济,2012(3):6-10.
[27] 计国君, 余木红, Tan K. H. 大数据驱动下的全渠道供应链服务创新决策框架[J].商业研究,2016(8):152-162.
[28] 蔺雷, 吴贵生.服务经济[M].北京:清华大学出版社, 2003.
[29] 卢宏亮, 李桂华, 李英禹.B2b品牌化对企业间关系及财务绩效的影响研究[J].南开管理评论,2016(4):169-180.
[30] 庞华,苏学英,任璐延,等.基于扎根理论的珠三角会展服务创新研究[J].经营与管理,2017(9):99-102.
[31] 王永贵,姚山季,司方来, et al. 组织顾客创新、供应商反应性与项目绩效的关系研究:基于组织服务市场的实证分析[J].南开管理评论,2011(2):4-13,43.
[32] 吴兆春, 于洪彦.互动导向、顾客关系与公司绩效—基于中国大陆的实证研究[J].经济管理,2013(5):88-95.
[33] 徐翼, 苏秦, 李钊.B2b下的客户服务与关系质量实证研究[J].管理科学,2007(2):67-73.
[34] 杨国亮, 卫海英.家长式领导对企业互动导向及创新绩效的影响[J].软科学,2014(9):50-53.
[35] 杨艳玲, 田宇.互动导向对新服务开发的影响研究—吸收能力和主动改善的中介作用[J].软科学,2015(10):101-105.
[36] 张光明.物流服务创新模式研究[J].经济管理,2006(18):57-61.
[37] 张婧, 朱苗, 杜明飞.组织间关系调节作用下顾客参与对b2b企业营销创新能力的影响[J].管理学报,2017(9):1332-1339.
[38] 赵相如, 卫海英.服务企业互动导向的概念结构分析——基于互动仪式链的视角[J].科技管理研究,2013(24):223-226.
[2] Bollen K. A., Long J. S. Testing Structural Equation Models[J].Bms Bulletin of Sociological Methodology,1993,69(39):66-67.
[3] Chapman R., L., Soosay C., Kandampully J. Innovation in Logistics Services and the New Business Model: A Conceptual Framework[J].International Journal of Physical Distribution & Logistics Management,2003,33(7):630-605.
[4] Den Hertog P. Knowledge-Intensive Business Services as Co-Producers of Innovation[J].International Journal of Innovation Management,2000,4(3):491-528.
[5] Den Hertog P., Wietze Van Der A., De Jong M. W. Capabilities for Managing Service Innovation: Towards a Conceptual Framework[J].Journal of Service Management,2010,21(4):490-514.
[6] Edvardsson B., Olsson J. Key Concepts in New Service Development[J].Service Industries Journal,1996,16(2):140-164.
[7] Flint D., J.,Larsson E.,Gammelgaard B., et al. Logistics Innovation: A Customer Value-Oriented Social Process[J].Journal of Business Logistics,2005,26(1):113-147.
[8] Fornell C., Larcker D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J].Journal of Marketing Research,1981,18(1):39-50.
[9] Gadrey J., Gallouj F., Weinstein O. New Modes of Innovation-How Services Benefit Industry[J].International Journal of Service Industry Management,1995,6(3):4-16.
[10] Hair J. F.,Anderson R. E.,Tatham R. L., et al. Multivariate Data Analysis: With Readings[M].Prentice Hall, 1995.
[11] Hair J. F.,Black B.,Babin B., et al. Multivariate Data Analysis[M].New Jersey:Prentice Hall, 2005.
[12] Hogan S.,Soutar G. N.,Mccoll-Kennedy J., et al. Reconceptualizing Professional Service Firm Innovation Capability: Scale Development[J].Industrial Marketing Management,2011,40(8):1264-1273.
[13] Lee J. S., Xon Y. X. A Customer Service Process Innovation Using the Integration of Data Base and Case Base[J].Expert Systems with Applications,1996,11(4):543-552.
[14] Lengnick-Hall C. A. Customer Contributions to Quality: A Different View of the Customer-Oriented Firm[J].Academy of Management. The Academy of Management Review,1996,21(3):791.
[15] Lettl C. User Involvement Competence for Radical Innovation[J].Journal of Engineering and Technology Management,2007,24(1):53-75.
[16] Oke A. Innovation Types and Innovation Management Practices in Service Companies[J].International Journal of Operations & Production Management,2007,27(6):564-587.
[17] Ramani G., Kumar V. Interaction Orientation and Firm Performance[J].Journal of Marketing,2008,72(1):27-45.
[18] Soosay C., Hyland P. Driving Innovation in Logistics: Case Studies in Distribution Centres[J].Creativity and Innovation Management,2004,13(1):41-51.
[19] Soosay C., Sloan T. Driving Change: Innovation Management in Distribution Centres[J].Journal of Asia Entrepreneurship and Sustainability,2005,1(2):1-21.
[20] Sundbo J. Management of Innovation in Services[J].The Service Industries Journal,1997,17(3):432.
[21] Vargo S. L., Lusch R. F. Evolving to a New Dominant Logic for Marketing[J].Journal of marketing,2004:1-17.
[22] Vries D. Innovation in Services in Networks of Organizations and in the Distribution of Services[J].Research Policy,2006,35(7):1037-1051.
[23] 董洁林, 李晶.企业技术创新模式的形成及演化—基于华为、思科和朗讯模式的跨案例研究[J].科学学与科学技术管理,2013(3):3-12.
[24] 杜运周, 张玉利.互动导向与新企业绩效:组织合法性中介作用[J].管理科学,2012(4):22-30.
[25] 高永琳, 骆温平, 孙晓波.物流企业创新能力与企业互动的交互作用[J].中国流通经济,2016(5):25-35.
[26] 韩飞, 许政.互动导向、创新意愿与创新能力[J].税务与经济,2012(3):6-10.
[27] 计国君, 余木红, Tan K. H. 大数据驱动下的全渠道供应链服务创新决策框架[J].商业研究,2016(8):152-162.
[28] 蔺雷, 吴贵生.服务经济[M].北京:清华大学出版社, 2003.
[29] 卢宏亮, 李桂华, 李英禹.B2b品牌化对企业间关系及财务绩效的影响研究[J].南开管理评论,2016(4):169-180.
[30] 庞华,苏学英,任璐延,等.基于扎根理论的珠三角会展服务创新研究[J].经营与管理,2017(9):99-102.
[31] 王永贵,姚山季,司方来, et al. 组织顾客创新、供应商反应性与项目绩效的关系研究:基于组织服务市场的实证分析[J].南开管理评论,2011(2):4-13,43.
[32] 吴兆春, 于洪彦.互动导向、顾客关系与公司绩效—基于中国大陆的实证研究[J].经济管理,2013(5):88-95.
[33] 徐翼, 苏秦, 李钊.B2b下的客户服务与关系质量实证研究[J].管理科学,2007(2):67-73.
[34] 杨国亮, 卫海英.家长式领导对企业互动导向及创新绩效的影响[J].软科学,2014(9):50-53.
[35] 杨艳玲, 田宇.互动导向对新服务开发的影响研究—吸收能力和主动改善的中介作用[J].软科学,2015(10):101-105.
[36] 张光明.物流服务创新模式研究[J].经济管理,2006(18):57-61.
[37] 张婧, 朱苗, 杜明飞.组织间关系调节作用下顾客参与对b2b企业营销创新能力的影响[J].管理学报,2017(9):1332-1339.
[38] 赵相如, 卫海英.服务企业互动导向的概念结构分析——基于互动仪式链的视角[J].科技管理研究,2013(24):223-226.
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |