Driving Mechanism of Customer Participation in Service-Oriented Enterprises: A Perspective of Value Co-Creation

Abstract

Based on service-dominant logic and service quality theory, this study explores the influence mechanism of customer participation on value co-creation of service-oriented enterprises. Employing a quantitative approach, the study utilized a questionnaire survey administered to 400 participants, examining the mediating and moderating effects of platform service quality and digital technology. The research results indicate that all three dimensions of customer participation have a significant positive impact on the value co-creation of service-oriented enterprises. Customer participation can also have a significant positive impact on the value co-creation of service-oriented enterprises through the mediating variable of platform service quality. Digital technology plays a significant positive moderating role between customer participation and platform service quality, as well as between platform service quality and value co-creation of service-oriented enterprises.