體驗經濟時代，顧客是服務傳遞過程的重要資源。為追求更高價值與滿意，顧客已轉為主動參與者，試圖影響服務傳遞的過程與結果。婚紗攝影是結婚時必要之消費，客製化屬性使顧客有高度參與。本研究以其為實務場域進行配額抽樣，取樣216對新人，探討新人在婚紗攝影過程的參與行為對顧客忠誠影響之歷程。研究結果發現：顧客參與行為是產品與服務之外，提升顧客知覺價值與顧客滿意的另一途徑；其次，顧客滿意是獲取顧客忠誠的重要前提，知覺價值唯有透過顧客滿意才能產生顧客忠誠；研究結果也支持知覺價值與顧客滿意在藉由顧客參與驅動顧客忠誠模式的中介角色。文末，除解釋研究意涵，也提出未來研究方向。 In experience economy, the customer is an important resource for the service process. In pursuit of higher value and satisfaction, the customer has already turned into an active participant, trying influence the service process and result. Wedding photographs consumption is an inevitable consumption when marriage, its attribute of customerization encourages customer to participate actively in the service process. This research therefore tried to understand the customer's participation behavior in the field of wedding photographs and explore the relationship between customer participation and customer loyalty. The survey carried on a quota sampling, taking a sample of 216 newly weds. The results found that customer participation effectively improved customer value and satisfaction. Moreover, customer satisfaction is the antecedents of customer loyalty and may mediate the relationship between customer value and customer loyalty. The results also supported that the mediating effects of customer participation towards the customer satisfaction and customer value can positively influence customer loyalty. Finally, this research offered implications for management practices and future researches.
