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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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arguments of this study, which are summarized as follows: (1) share of wallet can be
enhanced through special treatment, social, and confidence benefits, (2) special treatment,
social and confidence benefits can be developed through co-production, and (3)
co-production can be promoted through asset specificity, quality of customer interaction, and
decision-making uncertainty.
5.1 Theoretical Discussion: Antecedents of Co-Production
Asset specificity is proven to affect co-production positively. According to transaction
cost economics, asset specificity motivates both customers and service providers to adopt
relational governance mechanisms (Heide, 1994; Robertson and Gatignon, 1998; Selnes and
Sallis, 2003). Consistent with this Logic, co-production often involves the reciprocal
investment of transaction-specific assets (Athaide et al., 2003). High asset specificity signals
the intention and commitment to cooperate to both parties (Zhang et al., 2012). The
underlying rationale is that asset specificity locks both parties into a relationship and creates
a communication platform. Both parties would tend to solve problems through
co-production. S-D Logic emphasizes the dynamic development of relationships through
which various forms of interaction and value creation can emerge over time (Vargo and
Lusch, 2008). Favorable customer interaction motivates customers to engage in
co-production with their service providers (Sashi, 2012). This condition emerges because the
quality of customer interaction helps clarify mutual expectations, meet the needs of
customers, make them to be more cooperative during the service encounter, and increase the
level of co-production (Ballantyne and Varey, 2006). On the other hand, customers may
employ various mechanisms to face their decision-making uncertainty (Bell and Eisingerich,
2007). Co-production is identified as the most efficient among these mechanisms, which
implies that a greater degree of decision-making uncertainty highly motivates customers to
engage in co-production (Wikström, 1996).
5.2 Theoretical Discussion: Consequences of Co-Production
According to S-D Logic, benefits are always co-created through the co-production of
service providers and customers. These customers can ultimately determine the value of the
service in use (Lusch, Vargo, and Tanniru, 2010). Given the roles of customers as
co-producers or partial employees, their participation is crucial for the efficient delivery of
high quality services (Xue and Harker, 2002). Customers cooperate with their service
providers in such a way that they receive mutual benefits from the co-production (Etgar,