TITLE:
Study on the Strategy of Customer Participation in Service Innovation in Virtual Community
AUTHORS:
Shi Zeng
KEYWORDS:
Virtual Community, Customer Participation, Service Innovation
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.8 No.6,
June
14,
2018
ABSTRACT: With the rapid development of information
technology, the relationship between people has expanded upon the real world to
the virtual Internet world. A new social form of virtual community has been
formed. Through virtual community, customers can communicate with enterprises
to realize convenient information. Enterprises can also obtain more accurate customer
needs from virtual communities, grasp the trend of market development, and
improve their service innovation ability [1]. However, in reality, the degree of customer
participation in service innovation in virtual communities is not ideal enough.
Therefore, it is necessary to study the strategy of customer participation in
service innovation under the virtual community environment. On the basis of
review of literature review, this paper expounds the connotation of customer
participation in service innovation, then analyzes the characteristics of
interpersonal interaction in virtual communities and the main factors that affected
the process of customer participation in the process of innovation in virtual
communities, and puts forward the strategy of customer participation in service
innovation in virtual communities.