Research on Innovation of Service Management Based on Customer Participation under Relationship Paradigm

Customer participation refers to the supply of actions and resources by customers for service production and/or delivery, which include both physical and mental inputs into services. During the process of building and maintaining the relationship with customers, more and more service firms recognize the necessity of customers' participation because it can facilitate to build the relationship, ensure the sustainability of relationship, and enhance the level of relationship performance. Under the relationship paradigm, the management of customer participation should be a dynamic mode, long-term relationship orientation and its aim is to acquire the relationship performance. For service firms, innovative strategies based on customer participation may be the implementation of customers' organizational socialization, the formation of customer relationship culture, the emphasis on relationship quality management, and utilization of the relationship technology.