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臺大管理論叢
第
27
卷第
1
期
43
customers. This method is appropriate for small banks to secure customer loyalty and
enhance customers’ share of wallet.
Indeed, customer relationships have evolved during a series of service encounters as
well as over time. Numerous studies have considered the time-dependent effect of relational
variables. Gwinner et al. (1998) suggest that a long-term relationship leads to relational
benefits for customers. Verhoef, Franses, and Hoekstra (2002) report that relationship length
moderates the relationship between relationship quality and the number of service purchases.
Thus, this study investigates the moderating effect of relationship length on the effects that
special treatment, social, and confidence benefits have on share of wallet. The total sample
was divided into two groups based on relationship length. The sample size for long
relationship length was n = 218, and for short relationship length, the sample size was n =
188. Results showed that the effect of special treatment benefits on share of wallet was
stronger for long relationship length (
β
= 0.078,
p
< 0.05) than short relationship length (
β
=
0.056,
p
< 0.05). As relationship length increases, more customer information and knowledge
are accumulated and more customization and personalization are implemented. Thus, the
positive effect of special treatment benefits on share of wallet is enhanced by relationship
length. Furthermore, the effect of social benefits on share of wallet was stronger for long
relationship length (
β
= 0.041,
p
< 0.05) than short relationship length (
β
= 0.020,
p
> 0.05)
because friendships can develop in the long run. Thus, relationship length increases the effect
of social benefits on share of wallet. Finally, the effect of confidence benefits on share of
wallet was stronger for long relationship length (
β
= 0.069,
p
< 0.05) than short relationship
length (
β
= 0.036,
p
< 0.05). The underlying rationale is that in the long relationships,
customers will have higher confidence in their evaluations of the investment products of
their banks. Increasing confidence enhances share of wallet.
5. Discussion
The conceptualization of marketing indicates a shift from the exchange of tangible
goods and toward an exchange of the knowledge, skills, and processes required by a service-
dominant economy (Vargo and Lusch, 2004). Given that co-production is more complex than
what has been expected, this study proposes an integrated, S-D Logic-based model for
achieving an improved understanding of the motivations of customers in co-production. In
addition, this study illustrated the effects of co-production on relational benefits and
examined the effects of these benefits on share of wallet. The findings support the three main