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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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customers. Every co-production between the investment consultants and customers
consequently presents an opportunity for the co-creation of relational values for both parties
(Fleming, Coffman, and Harter, 2005). Moreover, co-production can cultivate social benefits
through the sense of enjoyment that service providers and customers derive from their
professional relationships (Sashi, 2012). Thus:
H5: Co-production will have a positive effect on social benefits.
2.6.3 Confidence Benefits
Confidence benefits refer to the confidence that customers feel toward their service
providers; such confidence results from knowing what to expect from the latter’s services
(Gwinner et al., 1998). As the level of co-production increases, customers further understand
their roles and the procedures of service providers, which efficiently and productively
enhance their knowledge, abilities, and functions (Dong et al., 2008; Ouschan, Sweeney, and
Johnson, 2006; Prahalad and Ramaswamy, 2000). Such increased knowledge, abilities, and
skills achieved through co-production are likely to enhance confidence in a range of
behaviors (Dong et al., 2008). Golder, Mitra, and Moorman (2012) argue that co-production
positively influences customer quality evaluation of the performance of a product and its
attributes. Similarly, Troye and Supphellen (2012) find that co-production positively
influences consumer evaluation of an outcome, that is, co-production lends increased
confidence with the increase in perceived control. Confidence benefits in the investment
services industry continue to increase given that co-production provides customers with
additional opportunities to monitor the service processes. Thus:
H6: Co-production will have a positive effect on confidence benefits.
2.7 Relational Benefits and Share of Wallet
Share of wallet refers to the percentage of a customer's purchases of a particular
category of products or services from a specific service provider to the customer's total
purchases of that category of products or services from all service providers (Verhoef, 2003).
Share of wallet may change over time when customers add or remove certain products from
their portfolio of purchased products (Verhoef, 2003). Share of wallet has been previously
identified as an important measurement of customer loyalty (Cooil, Keiningham, Aksoy, and
Hsu, 2007; Keiningham et al., 2003; Wirtz, Mattila, and Lwin, 2007) that enables service
providers to determine how customers divide their purchases across competitors and to
devise some methods that can increase their share of wallet (Meyer-Waarden, 2007).