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Research on the Impact of Customer Participation on Service Innovation in Domestic Commercial Banks

Author: ZhangHong
Tutor: ShiChunSheng
School: Harbin Institute of Technology
Course: Business management
Keywords: service innovation customer participation commercial banks knowledge transfer
CLC: F832.33
Type: Master's thesis
Year: 2009
Downloads: 318
Quote: 2
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With the continuing reform of the financial system and increasingly globalization of market competitors, China’s commercial banks will face more intense competition. At the same time, with a higher degree of individualization and diversification of customer demand, China’s commercial banks must continue to innovate and improve service quality to gain competitive advantages and win more customers.Service innovation in commercial banks is different from tangible product innovation or technological innovation in the manufacturing sector. All stages of the process of innovation can not be separated from customer participation. It can be argued that customer participation in the process of innovation is the most significant characteristic of service innovation in commercial banks. In recent years, scholars have started to pay attention to the importance of the group of customers to service innovation in commercial banks. However, there is not yet precedent which regards customer participation as independent variable to study its impact on service innovation in commercial banks. Therefore, this study intends to fill this blankness.Firstly, this paper starts from the analysis of in-out-country research fruits, explores the process of service innovation in commercial banks and proposes that the essence of this process is knowledge transfer. Then, author educes the definition of customer participation and brings forward a way of dimension division which is in practice proved to be able to better reflect the behavior of customer’s participation in the process of service innovation in commercial banks. At the end, this paper analyses the impact of customer participation on service innovation in commercial banks, and constructs a theoretical model which describes the impact path.Next, an empirical study is conducted to verify the theoretical model by a survey of the commercial banks located in Harbin. Using SPSS statistical software, data is studied by factor analysis, correlation analysis and regression analysis. The results of the statistical analysis basically verify the research hypothesis, and we can obtain the following research conclusions: (1) in the service innovation activities in commercial banks, customer participation behavior has a positive impact on customer knowledge transfer, but the impact degrees of customer participation’s three dimensions are different, the impact of information sharing is the biggest, interpersonal interaction is the next, and the impact of cooperative behavior is the smallest.(2) customer knowledge transfer has a positive impact on project innovation performance, and the impact is very significant.(3) customer participation has a positive impact on service innovation performance in commercial banks, but the impact is realized through the intermediate function of customer knowledge transfer, that is, three dimensions of customer participation through affecting customer knowledge transfer, thereby affect service innovation performance.Lastly, on the basis of the above analysis, this paper draws out some suggestions on how to carry out service innovation activities in commercial banks from the perspective of customer participation.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial organizations, banks > Commercial banks ( specialized banks )
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