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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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2002), and increases customer share of wallet (Dimitriadis, 2010). By contrast, customers are
likely to perceive a higher risk in cross-buying products if they lack confidence in their
judgment (Burnham, Frels, and Mahajan, 2003), which results in lower share of wallet. Thus:
H9: Confidence benefits will have a positive effect on share of wallet.
3. Methodology
3.1 Data Collection and Sampling
The proposed model is deemed appropriate in the context of investment services, in
which customers and investment consultants frequently interact with each other, and
customers are willing to engage in co-production. Indeed, investment services are highly
complex and intangible. Customers frequently lack the technical knowledge and experience
to evaluate investment performance confidently. As such, the context of investment services
draws the customers closer to co-production and participation in the service process
(Eisingerich and Bell, 2006). In addition, relational benefits are particularly relevant in
financial services, in which a high level of interpersonal contact and customization in terms
of service bundling exist between customers and consultants (Auh et al., 2007). Therefore,
the investment services industry presents an ideal context within which the antecedents and
consequences of co-production can affect share of wallet. In addition, the passage of the
Financial Holding Company Act in 2001 allowed Taiwanese banks to establish investment
and insurance subsidiaries to conduct wealth management business. Hence, banks’ existing
customer bases have given them a competitive advantage in cross-selling wealth and
investment management products, increasing customers’ share of wallet.
In this study, 700 self-reported surveys were distributed to customers at service counters
by banking consultants working in wealth and investment management in the three largest
cities in Taiwan, namely, Taipei, Taichung, and Kaohsiung. Respondents were asked to focus
on the surveyed banks for the remaining questions to overcome the difficulty posed by
respondents who have multiple banks. To make the final sample a representative of the target
population, respondents were invited from large (Bank of Taiwan), medium (Yuanta Bank),
and small (Sunny Bank) banks, local (Taipei Fubon Bank) and foreign (Citibank and HSBC)
banks, banks that are based on a financial holding company (Mega Holdings and Cathay
Financial Holdings), and a non-financial holding company (Union Bank of Taiwan) banks.
To some extent, this sample is representative of the actual characteristics of the population of
the wealth/investment management customers in Taiwan. All surveys were collected within
two months in the fall of 2013. A total of 422 questionnaires were returned to the author, of