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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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Theoretically, S-D Logic, with its interaction orientation (Lusch, Vargo, and Wessels,
2008), provides the current study with a conceptual foundation. For instance, S-D Logic
defines service as the application of knowledge and skills for the benefits of another entity
rather than for the production of units of output (Vargo and Lusch, 2004). Indeed, knowledge
and skills are specialized and embedded in the service system and in specific assets.
Transaction cost analysis predicts that higher levels of specific assets drive both parties to
maintain the relationship for a longer term (Williamson, 1985). Similarly, co-production is
closely connected to how customers and service providers have adapted to each other
through asset specificity (Zhang, Joglekar, and Verma, 2012). Thus, higher asset specificity
is expected to enforce integration and motivate co-production. Meanwhile, S-D Logic
represents a shift in emphasis from output to mutually interactive processes (Vargo and
Lusch, 2004, 2008). The customers no longer stay outside of the value creation process in
receiving value but rather participates in the co-production through interactions with the
service providers. Thus, good quality of customer interaction enhances co-production.
Another important motivator for co-production is decision-making uncertainty. S-D Logic
clearly has commonalities in the transaction cost analysis in which customer participation in
co-production increases the ability to anticipate, respond, and solicit solutions to uncertain
conditions (Paulin and Ferguson, 2010). An inability to predict future contingencies drives
customers to achieve greater control through co-production. Thus, uncertainty motivates
customers and service providers to enter long-term co-productive relationships to learn from
each other. S-D Logic also emphasizes value co-creation for the benefits of the parties
involved (Vargo and Lusch, 2004, 2008). Customers and service providers contribute
resources with value co-creation to obtain the benefits. Co-production serves as a means of
creating relational benefits.
In light of the preceding discussion, to address these research gaps, the current study
contributes to the service industry literature by investigating the antecedents and
consequences of co-production within the context of S-D Logic and by using share of wallet
instead of repurchasing intention to determine customer loyalty. This study extends and
enriches the previous findings on S-D Logic. From a managerial perspective, more managers
have begun to focus on developing co-productive relationships with their customers. This
study provides highly practical insights into share of wallet, particularly on the design and
application of co-production initiatives. Managers have to retain profitable customers by
promoting customer loyalty. This goal can be achieved by encouraging customers to increase
the percentage of their business with one institution.