Abstract:

As the information technology develops rapidly, customer is no longer passive recipient of tangible goods and intangible service, but becomes an active knowledge partner. More and more enterprises begin to create the conditions to interact with customers. This study constructed the theory model of "interaction - knowledge exchange - value", and made an analysis of structural equation model using pairing data collected from the staff and customer of high contact service industry. The results found that customer interactivity has a positive effect on the employee's creativity and customer perception of economic value, and the quality of knowledge exchange mediating the two process. From the perspective of two parties of interaction, this research studies the value of customer interactivity, and think knowledge exchange quality as the inner mechanism of value co-creation. The conclusion also has certain implications for management practice.

Key words: customer interactivity, value, knowledge exchange quality