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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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resources to a particular customer (Athaide et al., 2003), for which co-production can be
used as a means of customization. Co-production that emerges in a dyadic interaction can
affect the emotional state of both parties involved. In this regard, co-production can be used
as a social mechanism. On the other hand, co-production can be a part of a general
uncertainty reduction process and convert decision-making uncertainty into confidence
benefits. In other words, when service providers want to enhance uncertain customers’
confidence benefits, they should take co-production into account. In summary, when values
are co-created, service provider contribution is the value propositions that can support
customers’ value creation processes, and customer contribution is the value actualization
(Gummesson, 2008). In theory, these three mechanisms help customers realize the full
potential of relational benefits that they gain through co-production.
Figure 2 Co-production and its Antecedents and Consequences
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Co-production
Co-production
Co-production
Social benefits
6. Managerial Implications
From a practical point of view, this study has some implications for management in that
it provides an understanding of the specific process of co-production for customers to
enhance share of wallet. In traditional G-D Logic, service providers develop and offer
products or services with embedded value for the customer after the exchange and customers
were segmented, targeted, and then enticed to cross-buying by service providers using