供應商之解決方案導向服務與顧客共創行為之探討

The Effect of Supplier’s Solution-Oriented Service on Customers’ Co-Creation Behavior

黃昱瑄(Yu-Hsuan,Huang)

指導教授 ： 林俊昇

國立臺灣大學/管理學院/國際企業學研究所/碩士(2019年)

https://doi.org/10.6342/NTU201902335

摘要

提供顧客全方位的解決方案已成為企業提升競爭力的重要經營策略之一，解決方案相關議題亦受到學術界與實務界的高度關注。然而過去解決方案相關研究幾乎都從業務人員的觀點出發，探討業務人員的解決方案參與行為對銷售績效之影響；鮮少研究從顧客的觀點探討何謂解決方案導向服務，以及如何藉由解決方案導向服務影響顧客解決方案共創行為，因此本研究主要目的是定義何謂解決方案導向服務，並建立一理論模型，探討解決方案導向服務與顧客共創解決方案行為之間的關係。本研究提出解決方案導向服務是包含解決方案提供商之顧客需求界定以及跨部門資源整合兩大面向。研究結果顯示，解決方案供應商之顧客需求界定與跨部門資源之能力，均與顧客之解決方案價值預期具有正向關係，而此價值預期亦會正向影響顧客解決方案共創行為。本研究顯示出解決方案導向對於顧客之解決方案參與行為之重要影響，並提出可供企業經營者參考之管理意涵。

關鍵字

解決方案導向服務 ； 顧客需求界定 ； 跨部門資源整合 ； 解決方案價值預期 ； 顧客之解決方案共創行為

並列摘要

Providing customers with comprehensive solution has become one of the most important strategy for enterprises to enhance their competitiveness. The issue related to providing solution have also received great attention from the academic and practical field. However, in the past all the researches related to solution are based on the business point of view. They explored the impact of salesperson’s solution involvement behavior on sales performance, but rarely from the perspective of the whole enterprise to discuss what the solution-oriented service is and how to influence customers’ solution co-creation behavior through solution-oriented service. Hence, the main purpose of this study is to define what a solution-oriented service is and developed a theoretical framework for exploring the relationship between solution-oriented services and customer’s solution co-creation behavior. This study proposes that solution-oriented services are composed of two major factors of customer needs recognition and cross-functional resource integration. The result of the study shows that the abilities of customer needs recognition and cross-functional resource integration both have positive influence on customer expected solution value. Moreover, this study demonstrates the significant impact of solution-oriented on customers’ solution co-creation behavior and suggests management implications for business operators.

並列關鍵字

Solution-oriented Service ； Customer Needs Recognition ； Cross Functional Resource Integration ； Expected Solution Value ； Customer Solution Co-Creation Behavior

參考文獻

一、中文部分

1.大前研一(2012)，「請問大前研一：業務學專業的業務團隊－企業唯一的生存之道」，天下雜誌

二、英文部分

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