顾客参与、吸收能力与新服务开发成效的关系研究——动态环境的调节作用

顾客参与对企业新服务开发具有显著的正向作用，既会直接影响新服务开发的速度和品质，还会通过吸收能力间接促进新服务开发的成效，但在需求不确定性持续增加和竞争强度日益激烈的动态环境下，顾客参与对新服务开发的影响程度有所不同：市场需求旺盛时，竞争强度会强化顾客参与对新服务开发成效的正向作用，需求不确定性的调节作用不显著；市场需求疲软时，需求不确定性会强化顾客参与对新服务开发成效的正向作用，竞争强度的调节作用不显著。上述研究结论启示企业管理者，积极吸引顾客参与新服务开发，并提升自身吸收能力，发挥吸收能力的中介作用。此外，当市场需求旺盛时，企业应更关注竞争对手，通过差异化竞争；当市场需求疲软时，企业应更专注于顾客需求的变化，从而提升新服务开发的成效。

Moderating Function of the Dynamic Environment: the Synthesis Influence of Customer Involvement,Absorptive Capability and the Effect of New Service Development

Customer involvement not only has significant direct positive impact on the effect of New Service Development (NSD), but also has significant indirect impact on NSD through absorptive capability. On the one hand, when the market demand is greater, the competitive intensity will strengthen the positive impact of customer involvement on NSD, but the moderating effect of demand uncertainty is not significant. On the other hand, when the market demand is weaker, demand uncertainty will strengthen the positive impact of customer involvement on NSD, but the moderating effect of competitive intensity is not significant. These findings provide important managerial implications for managing customer involvement and improving absorptive capability in NSD. In addition, firms should focus on the differentiation of competitors under high market demand, or pay more attention to the changing of customer demand under low market demand, in order to promote the effect of NSD.