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服務主導邏輯之共同生產：前置因素與結果因素
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1. Introduction
Many scholars and practitioners have argued the primacy of Service-Dominant Logic
(S-D Logic), which emphasizes a more interactive nature of service (Vargo and Lusch, 2004,
2008), over Goods-Dominant Logic (G-D Logic). G-D Logic emphasizes value exchange,
whereas S-D Logic relies on value-in-use (Grönroos and Voima, 2013; Gummesson and
Mele, 2010). Value exchange may be viewed as embedded in the context of S-D Logic,
making S-D Logic a broader view. The inclusion of customers in the value co-creation
process is one of the major contributions of S-D Logic to service literature. Service providers
support customers in value-creation process rather than merely distribute value in the value
chain (Vargo and Lusch, 2004). In addition, Prahalad and Ramaswamy (2000) described the
evolution of customers from passive audiences to active players under S-D Logic. The
participation of both service providers and customers in service delivery results in a
co-production process (Bettencourt, Ostrom, Brown, and Roundtree, 2002). Thus, customers
also help create the value that they eventually consume. Moreover, customers and service
providers aid each other by producing mutual benefits (Ngo and O'Cass, 2013). Payne,
Storbacka, Frow, and Knox (2009) suggest that service providers can motivate their
customers to pursue long-term and profitable relationships by encouraging them to assume
part of the responsibilities. Xue and Harker (2002) introduce the concept of customer
efficiency to characterize the role of customers as co-producers. With the growing adoption
of such practice in the investment services industry, co-production has become an important
process that alters the value creation process and improves the relationships between the
service providers and their customers. However, S-D Logic has thus far been largely
conceptual in nature, and few empirical studies have examined how the concept of S-D
Logic is actually practiced in the service industries (Åkesson and Skålén, 2011). To examine
the S-D Logic empirically, this study is one of the few to address how and to what extent
service providers practice S-D Logic. As one of the core aspects of S-D Logic, co-production
acts as an indicator of the S-D Logic approach from the customers’ viewpoints in this study.
This study investigates the antecedents and consequences of co-production in the
investment services industry. Although co-production has received substantial attention, only
a small number of studies have addressed the antecedents that drive customer value in
co-production contexts. Prior studies showed that the extent to which customers participate
in co-production depends on the resources that they have. For example, co-production can be
influenced by such factors as role clarity, motivation, and ability (Schneider and Bowen,
1995). In addition, Auh, Bell, McLeod, and Shih (2007) consider customer expertise,