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臺大管理論叢
第
27
卷第
1
期
29
2. Literature Review
2.1 Conceptual Framework
Based on the literature review, this study develops a framework linking asset specificity,
quality of customer interaction, decision-making uncertainty, co-production, and relational
benefits to share of wallet (see Figure 1). This framework has three main features. First, it
examines the direct effects of asset specificity, quality of customer interaction, and decision-
making uncertainty on co-production. Second, it investigates the direct effects of
co-production on special treatment, social, and confidence benefits. Third, it analyzes the
direct effects of special treatment, social, and confidence benefits on share of wallet.
Asset
Specificity
Special
Treatment
Benefits
Social
Benefits
Confidence
Benefits
Share of
Wallet
Quality of
Customer
Interaction
Decision-
making
Uncertainty
Co-production
Figure 1 Framework
H1
H4
H7
H8
H9
H6
H5
H2
H3
2.2 Co-production
Co-production refers to the constructive participation of both service providers and
customers in the creation and delivery of value, which requires significant contributions from
both parties (Auh et al., 2007). Customers form an integral part of the service delivery
system as they consume the products upon their creation. Mills and Morris (1986) mention
that customers often play the role of “partial employees” in the production of services.
Co-production expands the traditional roles that are played by customers in their dyadic