顾客参与对新服务价值共创的影响：服务主导逻辑视角

Established the new dimension that consisted of function value, economic value and brand value of new service value co-creation. Built a theoretical model of the impact of customer participation on new service value co-creation under the perspective of service-dominant logic orientation. Empirical survey results of 266 service enterprises showed that:positive impacts of customer participation on function value, economic value and brand value co-creation are significant. Service dominant logic orientation has significant mediating effects on impacts of customer participation on function value and economic value co-creation. There is no mediating effect on the impact of customer participation on brand value co-creation.Finally, provided important suggestions for service enterprises to introduce customer participation and promote value co-creation.