Research on the Motivation of the Customer Participation Based on Gray Relational Analysis
Customer participation is considered as critical characteristic to differentiate service production and delivery from common goods production. Customer participation can be seen everywhere. Why does a customer participate in the process of Cocreation? The previous literatures were unable to agree or decide which had been right. After reviewing literatures and indepth interviews, we draw out eight main factors as a set of indexes system to explain the motivation of consumer participation, and establish an analytical framework of three dimensions. Based on Grey Relational Analysis (GRA) methods to analysis the uppermost factor, we conclude that “personal interaction and “information exchanging take more effect on customer participation.
Abstract—CustomerparticipationisconsideredascriticalcharacteristictionGRA
Ying Lu Haiying Wei
School of Economy & TradeGuangdong University of Business Studies2Guangzhou, China School of ManagementJinan University1Guangzhou, China
国际会议
广州
英文
1-4
2011-05-13（万方平台首次上网日期，不代表论文的发表时间）