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| 題名: | 顧客參與之整合模型：前置、中介、調節及結果變數 |
| 其他題名: | Toward an Integrative Model of Customer Participation: The Antecedents, Moderators, and Consequences |
| 作者: | 阮福庭
NGUYEN, PHUOC THIEN |
| 貢獻者: | 企業管理學系管理科學碩博士班
吳萬益;紀信光
WU, WANN-YIH;CHI, HSIN-KUANG |
| 關鍵詞: | 服務主導取向;MOA框架;主觀規範;顧客參與;品牌績效;客戶公民行為
Service-dominant orientation;the MOA framework;subjective norms;customer participation;brand outcomes;customer citizenship behaviors |
| 日期: | 2021 |
| 上傳時間: | 2022-08-11 10:10:50 (UTC+8) |
| 摘要: | 顧客參與 (CP) 在服務研究領域是特別吸引人注意的議題。CP可以改善客戶和服務提供者的成果。通過他們的參與，客戶在服務過程中發揮著重要作用。然而，不同的研究從不同的角度調查了 CP 問題，以往的研究大多集中在CP的影響因素上，其結果和調節因素有相當程度是被忽視的。過去的研究尚未探索具有多個前因、後果和調節因素的客戶參與的綜合框架。本研究提出顧客參與具有三個重要的前因因素，即公司因素（即服務主導取向）、個人因素（即動機、機會和能力 - MOA）和社會因素（即主觀規範）。本研究還提出，顧客參與對品牌績效和客戶公民行為（即推薦、幫助客戶和提供反饋）具有積極影響。此外，這項研究進一步斷言，參與的感知利益和感知能力將積極調節客戶參與與其後果之間的關係。本研究提出了十個假設。 為保證研究結果的信度和效度，本研究分步驟進行：Meta分析和問卷調查。在研究一中，通過收集2005年至2020年與顧客參與相關的研究結果進行後設分析研究。結果顯示，服務主導取向、動機、機會、能力、主觀規範對客戶參與有積極影響，進而影響品牌績效和顧客公民行為。 研究二是採用問卷調查法的定量研究。數據來自使用社群網站 (SNS) 的 425 位客戶。實證結果表明，服務主導取向、動機、機會、能力、主觀規範都對顧客參與有顯著影響，進而影響品牌結果和顧客公民行為。此外，參與的感知收益和感知能力已成為加強顧客參與對其後果影響的兩個調節因子。 由於之前的研究從未將相關的前因整合到客戶參與主題的綜合模型中，故此結果對於院士進一步驗證研究模型非常有幫助，也可能對專業人士設計和實施他們的服務策略非常有用。
Customer participation (CP) has received a special interest in service research. It is one of the most important aspects of services which can improve outcomes for customers and service providers. Through their participation, customers play a significant role on the service process. However, different studies have investigated CP issues from different angels. Most of previous studies have focused on the influential factors of CP, its consequential and moderating factors are largely ignored. Previous studies have yet to explore an integrative framework of customer participation with multiple antecedents, consequences, and moderators. This study proposes that customer participation has three important factors of antecedent which are firm factor (i.e., service-dominant orientation), individual factors (i.e., motivation, opportunity, and ability - MOA), and social factor (i.e., subjective norms). This study also proposes that customer participation has a positive effect on brand outcomes and customer citizenship behaviors (i.e., recommendation, helping customers, and providing feedback). Furthermore, this study further asserted that perceived benefit of particiation and perceived ability will positively moderate the relationship between customer participation and its consequences. Ten hypotheses are proposed in this study. To assure the reliability and validity of the study results, this study was carried out into steps: Meta-analysis and questionnaire surveys. In the study 1, Meta-analysis study was conducted by collecting the results from 2005 to 2020, which related to customer participation. The results of meta- analysis show that service-dominant orientation, motivation, opportunity, ability, subjective norms have a positive effect on customer participation which further influence on brand outcomes and customer citizenship behaviors. The study two is a quantitative study using a questionnaire survey approach. Data was obtained from 425 customers who are using social network sites (SNS). The empirically results indicate that service-dominant orientation, motivation, opportunity, ability, subjective norms all have a significant influence on customer participation, which further influences on brand outcomes and customer citizenship behaviors. Furthermore, perceived benefits of participation and perceived ability have served as two of the moderators that strengthen the influence of customer participation on its consequences. Since previous studies never integrated relevant antecedents into an integrative model for the subject of customer participation, the results are very helpful for academicians to further validate the research model and could also be very useful for professionals to design and implement their service strategies. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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