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題名：服務業之顧客共同生產: 前因及後果
作者：蔡靜宜 引用關係
作者(外文)：Ching-yi Tsai
校院名稱：國立高雄第一科技大學
系所名稱：管理研究所
指導教授：吳師豪
黃吉村
學位類別：博士
出版日期：2012
主題關鍵詞：顧客準備度；共同生產動機；顧客公民行為；共同生產；關係連結；關係行銷；relationship marketing；coproduction behavior；customer citizenship behavior；coproduction motivation；customer readiness；relational bond
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服務產業的興起，儼然將共同生產(coproduction)推到另一個極致，並成為服務成功的關鍵因素。實務上，顧客在服務流程中的涉入，已擴散到各個階段，業者鼓勵顧客扮演「部分員工」(partial employee)的角色，以提高效率及利潤；而顧客也從互動中體驗到更令人滿意的服務。
過去在共同生產的研究中，大多將此構念定義成「行為」，所探討的主題多侷限在概念的形成。少有研究探討共同生產的心理動機，以及其對共同生產行為的影響，甚至是探討此動機如何透過共同生產行為誘發顧客的自發性公民行為，更遑論了解外在誘因及顧客本身的自我準備度對誘發共同生產動機的差異。另外，大多學者研究相關主題時，採取顧客為公司「部分員工」的觀點，卻忽略了顧客的意願。顧客為何要當部分員工? 為何要共同生產? 誘因為何? 這些關係在不同的服務產業又如何的變化? 本研究的目的即在嘗試釐清以上問題。
根據關係行銷、社會交換理論、角色理論、及顧客準備度等理論，本研究提出一研究架構，並先透過一小規模的深度訪談，釐清顧客參與共同生產背後的動機，再把研究發現統合至量化研究，以結構方程模式(SEM)分析消費者根據自身在接受醫療與美髮服務的經驗，所填答的490份有效問卷，並驗證研究之假設關係。
研究發現: (1)共同生產動機在誘發共同生產行為上，扮演著關鍵的角色，(2)共同生產動機包含了計算型、情感型、及規範型等三種不同構面，(3)顧客準備度(內在的條件)比關係連結(外在誘因)更能引起顧客共同生產的動機，(4)角色內行為(in-role behavior)在誘發角色外行為(extra-role behavior)上的正向影響。
相較於其他研究，本研究的重要貢獻在於提出心理性動機在共同生產行為的誘發上的重要性及動機的不同構面、證實顧客內在的準備度在喚起共同生產動機的有效性、以及探討角色內行為與角色外行為在共同生產情境下的關係。最後，依據研究發現提出相關策略意涵與研究限制。
The importance of service has drawn much attention to its unique aspect of involving customers into the service processes of designing, producing, and delivering. Through coproduction, customers can examine and create customized consumption experiences for themselves whereas service firms can increase productivity and lower labor costs. Explicitly, coproduction has become the key to success in services.
Numerous marketing literatures have devoted to this research area, yet several gaps remain to be filled. First, marketing academics have highlighted the importance of coproduction, but there exists limited empirical research. Second, majority of studies define coproduction as a behavioral construct whereas the psychological indicators of individuals to undertake coproduction have been neglected. Third, literature has distinguished in-role from extra-role behaviors. However, few studies have discussed the interplay of coproduction and customer citizenship behavior (CCB), the behavior that eventually brings profit to service firm.
Therefore, the objectives of this dissertation include: (1) undertaking the psychological perspective and proposing motivation as the construct mediating the relationship from antecedents to coproduction behaviors, (2) empirically examining the impacts generated by external attractions and internal readiness on evoking customer coproduction motivation, and further influencing coproduction and CCB, (3) discussing the relationship between in-role and extra-role behaviors in a coproduction setting.
This study is grounded in relationship marketing, social exchange theory, role theory, and customer readiness literatures. A multi-step process was adopted to test the conceptual model, beginning with a pilot study of in-depth interview and pretests on 104 participants; followed by one cross-sectional quantitative study. A convenience sampling method was used to distribute the questionnaires through various channels including e-mail and face-to-face interview. The service settings for this study focus on the high-contact services, such as healthcare and hairdressing services, in which face-to-face coproduction is essential and influence the final outcomes.
A total of 490 questionnaires were collected for analysis. Structural Equation Modeling (SEM) was used to test the hypotheses. Results suggest that coproduction motivation plays a critical role in driving coproduction behaviors and CCB. In addition, customer readiness (as internal readiness) is more important in evoking customer coproduction motivation than relational bonds (as external attractions). The results also provide evidences on the influences generated by the in-role behaviors on the extra-role behaviors under coproduction settings.
Overall, this study contributes to the understanding of customer coproduction behaviors in service interactions for both academics and managers. It contributes to the literature by being one of the few to incorporate a psychological construct, coproduction motivation, in the relationship of antecedents and coproduction behavior.
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