顧客參與共同生產對服務品質與顧客滿意度影響之研究

Customer Co-production and Its Effects on Service Quality and Customer Satisfaction

蘇煒惠(Wei-Hui Su)

指導教授 ： 湯玲郎

元智大學/管理學院/經營管理碩士班(企業管理與服務科學學程)/碩士(2012年)

摘要

近年來服務業市場蓬勃發展，競爭也越來越激烈，許多業者為了有效滿足顧客對產品需求與服務品質來維持競爭優勢，紛紛鼓勵顧客參與在生產產品或服務過程，此種服務的觀念已逐漸移轉到視顧客為積極的共同生產者，而非被動的接受者。有鑑於共同生產的重要性，本研究欲探討顧客參與共同生產的前置因素與結果，其中共同生產前置因素歸納成服務提供者策略與顧客準備度，並以服務品質、顧客滿意度以及顧客忠誠度來衡量其服務結果。
本研究以對於共同生產有較高認知價值的金融服務為研究範圍，並以與銀行理財專員共同規劃投資金融商品的顧客作為研究對象。本研究採用問卷調查法，有效問卷共計415份，並採用SPSS及AMOS統計軟體進行結構方程模式與迴歸分析來驗證假說。經實證與分析結果發現：1. 服務提供者策略(顧客選擇、顧客社會化、組織支持)對顧客準備度(顧客角色明確化、顧客能力、顧客動機)有顯著正面影響。2. 服務提供者策略與顧客準備度對共同生產有顯著正面影響，但其中顧客準備度的顧客能力對共同生產並無顯著正面影響。3. 共同生產對服務品質(反應性、保證性、同理性)、顧客滿意度有正面顯著影響，但對顧客忠誠度無顯著正面影響。4. 服務品質對顧客滿意度與顧客忠誠度有顯著正面影響。5. 顧客滿意度對顧客忠誠度有顯著正面影響。6. 服務品質與顧客滿意度在共同生產對顧客忠誠度有中介效果。7. 顧客與銀行往來年資以及與理專接觸頻率的高、低區別對整體模式有顯著差異。最後本研究根據建立之架構與實證結果，提出管理實務之意涵及後續研究之建議。

關鍵字

共同生產 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

As the development of services market is rising and flourishing, the competition among service firms is getting more and more fierce. In order to meet custoemrs’ demands for products and service quality to enhance the competitive advantages, many service firms have encouraged cusomters to participate in the production of products or services. Such service concept has been gradually transferred to regarding customers as active co-producers, rather than passive recipients. Given the importance of co-production, this research is to explore the antecedents and outcomes of customer co-production, and generalize the antecedents of co-production from service provider strategy and customer readiness, and use service quality, customer satisfaction and customer loyalty to measure the service results.
This research selects financial services which is higher perceived value for the co-production for the research scope, and takes the customers who plan the investment of financial products with bank financial commissioner for the research object. This research uses questionnaire survey. The total valid questionnaires are 415, and the statistical software of SPSS and AMOS are used for structural equation modeling and regression analysis to verify the hypothesis. The empirical analysis showed that: 1. Service provider strategy (customer selection, customer socialization and organizational support) have significant positive impacts on customer readiness (customer role clarity, customer capabilities and customer motivation) . 2. Service provider strategy and customer readiness have significant positive impacts on co-production, but customer ability of customer readiness does not have a significant positive impact on co-production. 3 Service quality (responsiveness, assurance, empathy), customer satisfaction have positive significant effects on Co-production, but no significant positive impact on customer loyalty. 4. Service quality has the significant positive impacts on customer satisfaction and customer loyalty. 5. Customer satisfaction has a significant positive impact on customer loyalty. 6. Service quality and customer satisfaction have the intermediary effects on the impact of co-production to customer loyalty. 7. The high and low groups of the years dealing with the bank and the frequency contacting with the finacial commissioner have significant differences on the overall structure model. Finally, based on the establishment of the framework and empirical results, the implications of management practices and the recommendations for future research are proposed.

並列關鍵字

Co-production ； Service quality ； Customer satisfaction ； Customr loyalty

參考文獻

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