CAJ | 학술논문

服务创新是促进经济发展与增强企业竞争力的驱动力，而顾客在服务创新过程中扮演着十分重要的角色，了解和满足顾客需求已经成为服务创新一个重要的影响因素。随着顾客越来越广泛地参与到创新过程中，企业需要科学、合理地管理顾客参与，其中对顾客参与激励的管理问题尤为突出。借鉴内/外在动机理论，企业应挑选对服务创新具有较强内在参与动机的顾客参与并给予奖励，建立即时、有效的反馈机制，来自企业和其他顾客群体的社会认可及创新平台体验等是保持顾客参与积极性的手段，且这种激励不应限制或损害顾客参与的内在动机，不应降低顾客的创造力水平。借鉴机制设计理论思路，企业可设计相应的激励机制，使顾客群体能够感受到自己的创新努力得到保护和奖赏，迸发出最大的积极性和创造力，进而在参与服务创新时积极主动地创造有价值、新颖的服务产品。
복무창신시촉진경제발전여증강기업경쟁력적구동력，이고객재복무창신과정중분연착십분중요적각색，료해화만족고객수구이경성위복무창신일개중요적영향인소。수착고객월래월엄범지삼여도창신과정중，기업수요과학、합리지관리고객삼여，기중대고객삼여격려적관리문제우위돌출。차감내/외재동궤이론，기업응도선대복무창신구유교강내재삼여동궤적고객삼여병급여장려，건립즉시、유효적반궤궤제，래자기업화기타고객군체적사회인가급창신평태체험등시보지고객삼여적겁성적수단，차저충격려불응한제혹손해고객삼여적내재동궤，불응강저고객적창조력수평。차감궤제설계이론사로，기업가설계상응적격려궤제，사고객군체능구감수도자기적창신노력득도보호화장상，병발출최대적적겁성화창조력，진이재삼여복무창신시적겁주동지창조유개치、신영적복무산품。
Service innovation is a driving force in promoting economic development and strengthening firm-competency. Customers play the important role during the process of service innovation;understanding and satisfying customers demand has become an important influencing factor for service innovation. With customers increasingly involved into service innovation,the enterprises should scientifically and rationally manage customer participation,especially the incentive problems. Drawing on the theory of intrinsic and extrinsic motivation,the enterprises should choose customers with strong motivation of participation and grant them with rewards;timely and effective feedback system,recognition from enterprises and other customer groups,and the experience on innovation platform are all the incentive means for the enterprises to maintain customer motivation of participation. And all these incentives should not limit or hurt the intrinsic motivation of customers,and should not reduce customers’ capability for creation. Drawing on the mechanism design theory,the enterprises should design the corresponding incentive mechanism,make the customers perceive the protection and rewords from their effort spent on innovation,burst out great enthusiasm and creativity,and create more valuable and new service products.