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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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Table 2 LISREL Results
Proposed path
H
Coefficient
t
Asset Specificity
→
Co-production
H1
0.279*
4.587
Quality of Customer Interaction
→
Co-production
H2
0.172*
2.645
Decision-making Uncertainty
→
Co-production
H3
0.231*
4.171
Co-production
→
Special Treatment Benefits
H4
0.181*
2.709
Co-production
→
Social Benefits
H5
0.353*
6.229
Co-production
→
Confidence Benefits
H6
0.229*
4.378
Special Treatment Benefits
→
Share of Wallet
H7
0.068*
8.057
Social Benefits
→
Share of Wallet
H8
0.030*
3.194
Confidence Benefits
→
Share of Wallet
H9
0.055*
5.282
Note: *
p
< 0.05.
4.3 Additional Analyses
Firm size may be a potential moderator. In general, larger firms have an advantage over
smaller firms as the former provides one-stop shopping, which reduces the search cost for
customers and takes advantage of share of wallet from existing customers. In this study, the
total sample was divided into two groups according to whether the bank is based on a
financial holding company (large firm size) or not (small firm size). Finally, the sample size
was n = 271 for financial holding company-based banks, and n = 135 for non-financial
holding company-based banks. Then, the different effects of relational benefits on share of
wallet were investigated. Results showed that the effect of special treatment benefits on share
of wallet was stronger under financial holding company-based banks (
β
= 0.079,
p
< 0.05)
than under non-financial holding company-based banks (
β
= 0.042,
p
< 0.05). Such a result
can be attributed to the fact that the former can fully capitalize on cross-selling various
product categories, and thus easily tailor the products to the specific needs of each customer.
In addition, the effect of confidence benefits on share of wallet was stronger under financial
holding company-based banks (
β
= 0.072,
p
< 0.05) than under non-financial holding
company-based banks (
β
= 0.024,
p
< 0.05). The size of the firm provides important
information to customers that firms can be trusted because large firms are perceived as more
confident, reliable, and trustworthy than small ones. Instead, the effect of social benefits on
share of wallet was stronger under non-financial holding company-based banks (
β
= 0.057,
p
< 0.05) than under financial holding company-based bank (
β
= 0.016,
p
> 0.05). Given that
the former are mostly found in less strong financial and power positions than the latter, and
thus non-financial holding company-based banks must develop commercial friendships with