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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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resources (Grönroos and Voima, 2013). Thus, the quality of customer interaction is a driver
of co-production and value co-creation (Ballantyne and Varey, 2006). Based on the above
discussion, the factors of openness, flexibility, and customer orientation of the service
provider create a suitable climate for co-production. Therefore, the quality of customer
interaction motivates customers to engage with service providers in the value-adding and
co-production processes (Sashi, 2012). Thus:
H2: Quality of customer interaction will have a positive effect on co-production.
2.5 Decision-making Uncertainty
Decision-making uncertainty refers to the lack of necessary information for making
decisions with target outcomes (Daft and Lengel, 1986). Gao, Sirgy, and Bird (2005) define
this antecedent as the difficulty that is experienced by decision maker when predicting the
consequences (i.e., benefits and costs) of a particular decision. Previous studies find that
such uncertainty may be due to the lack of information (Van Birgelen, De Ruyter, and
Wetzels, 2000), the perceived risk (Delgado-Ballester and Munuera- Alemán, 2001; Jacobs,
Hyman, and McQuitty, 2001), the complexity of products (Howcroft, Hewer, and Hamilton,
2003; Patterson, 2000), the lack of familiarity with a product, and the prior experience on
purchasing a product (Heide and Weiss, 1995; Tam and Wong, 2001).
Customers may have difficulties in evaluating investment services even after availing
such services. The information gaps that customers perceive before, during, and after the
purchase of a product or service, as well as the conditions that perpetuate such gaps, generate
decision-making uncertainty in credence services (Heide and Weiss, 1995). Such conditions
prompt customers to engage in co-production to gain some control (Jap, 1999). Uncertainty
is an important contextual factor on which close relationships are built and developed
(Noordewier, John, and Nevin, 1990). Gençtürk and Aulakh (2007) indicate that highly
uncertain situations increase the effects of cooperative norms on organizational performance.
In other words, customers should adapt to the changing environment by promptly responding
and adjusting to rapid changes through co-production under the condition of high decision-
making uncertainty. Thus:
H3: Decision-making uncertainty will have a positive effect on co-production.
2.6 Co-production and Relational Benefits
Relational benefits refer to those benefits customers receive from long-term
relationships above and beyond the core service performance (Gwinner et al., 1998).