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研究生： 謝霈樺
論文名稱： 以前瞻式服務觀點探討顧客共同生產行為
指導教授： 嚴秀茹
口試委員:
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 服務科學研究所
Institute of Service Science
論文出版年： 2010
畢業學年度： 98
語文別： 中文
論文頁數： 45
中文關鍵詞： 共同生產 、顧客準備度 、前瞻式服務
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    • 生產與消費同時發生是服務的特徵之一，儘管企業可以藉由推行各類服務改善方案提升服務水準，也需要顧客的合作方能成功落實，至此，服務的成敗將不再繫於企業一端，必須由企業與顧客共同成就。本研究從前瞻式顧客服務觀點切入，融合服務主導邏輯，探討如何運用顧客共同生產準備度預測顧客參與前瞻式共同生產行為意圖，以及顧客教育、服務績效、產品涉入三項前置因子與顧客共同生產準備度的關聯性，並以日益重要的觀光旅遊產業為背景，進行實證分析，給予企業實行前瞻式共同生產時的建議。
    本研究抽樣對象為曾與旅行社有往來經驗的消費者，透過滾雪球抽樣法與網路問卷收集，總計回收有效樣本344份。
    利用SPSS與AMOS兩套統計軟體進行實證分析，發現性別與年齡對顧客參與共同生產行為意圖有顯著影響，女性與年齡較長者參與意圖較高。並在假說驗證上取得多數假說成立的結果。
    依據分析結果，構成顧客共同生產準備度的角色明確度與動機能作為預測顧客參與共同生產的指標，兩者與顧客參與行為上呈顯著正向關係。然而，參與之能力上則與顧客參與共同生產行為意圖的關聯不顯著，仍有待後續研究探索。顧客教育、服務績效與產品涉入三項前置因子與顧客共同生產準備度亦呈顯著正向關係，說明企業在實務上可藉由顧客教育、服務績效與產品涉入三者的管理，促進顧客參與共同生產的意圖。

    誌謝辭 i 摘要 ii Introduction iii 目錄 iv 表目錄 vii 圖目錄 viii 一、緒論 1 1-1　　研究背景與動機 1 1-2 研究問題與目的 2 1-3 預期成果與貢獻 3 二、文獻探討與發展架構 4 2-1 顧客共同生產（Customer Co-production） 4 2-1-1 顧客涉入（Customer Involvement） 5 2-1-2 顧客參與（Customer participation）與共同生產（Co-production） 5 2-1-3 共創價值（Value Co-creation） 6 2-1-4 小結 9 2-2 服務主導邏輯與共同生產 9 2-2-1 服務主導邏輯（Service-Dominant Logic） 9 2-2-2 旅遊服務中的顧客共同生產行為 11 2-3 發展顧客共同生產行為意圖之概念架構 12 2-3-1 顧客共同生產準備度（Customer Co-production Readiness） 12 2-3-2 顧客教育（Customer Education） 13 2-3-3 產品涉入（Product Involvement） 14 2-3-4 服務績效（Service Performance） 15 三、研究方法 17 3-1 研究對象與抽樣方法 17 3-2 變數操作型定義 17 3-3 問卷設計 18 3-3 前測與正式問卷 21 四、研究結果 22 4-1 回收樣本 22 4-2 敘述分析 22 4-3 信度分析 24 4-4 效度分析 25 4-4-1 內容效度 25 4-4-2 建構效度 25 4-4-3 變異數分析 28 4-4-4 模式適配度分析 30 4-5 假設驗證 31 五、結論與建議 33 5-1 研究結論 33 5-2 研究貢獻 34 5-3 管理意涵與實務建議 34 5-4 研究限制 35 5-5 未來研究建議 36 六、參考文獻 37 附錄一 41

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