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系統識別號 U0026-1607201323540800
論文名稱(中文) 共創價值行為的前因與結果之研究-以高雄市公共腳踏車租賃系統為例
論文名稱(英文) Antecedents and consequences of value co-creation behaviors- Evidence from Kaohsiung public bike sharing system
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 101
學期 2
出版年 102
研究生(中文) 王彥筑
研究生(英文) Yen-Chu Wang
學號 r56001148
學位類別 碩士
語文別 英文
論文頁數 77頁
口試委員 指導教授-陳勁甫
口試委員-蔡東峻
口試委員-溫傑華
中文關鍵字 服務導向邏輯  自助服務科技  共創價值行為  顧客參與行為  顧客公民行為  顧客預備  創造價值  共創價值  知覺價值  參與享受  顧客滿意度  顧客忠誠度 
英文關鍵字 service-dominant logic  self-service technology  value co-creation behavior  customer participation behavior  customer citizenship behavior  customer readiness  creation value  co-creation value  perceived value  participation enjoyment  customer satisfaction  customer loyalty 
學科別分類
中文摘要 在服務業的經營理念中,已漸漸地由過去的產品導向轉向成服務導向的觀念,前者主要是以單方向的溝通,例如藉由某一產品來銷售給顧客的溝通方式;後者則強調透過雙向的互動,例如自助服務科技的創新服務方式,來達到一同創造服務為目標,這就是所謂的共創價值活動。由於本篇研究的共創價值活動,主要是以自助服務科技的情境作為探討的對象,在過去的文獻中有指出,對於顧客透過自助服務科技來參與服務的流程,其是具備有高度的角色認知、高度的知覺價值、高度的滿意度和忠誠度,因此在雙向互動的服務之下,公司就扮演了一個相當重要的角色,即為了要完成共創價值活動,公司應該提供相關的資訊和資源給顧客,故將漸漸地改變公司和顧客之間的溝通關係。本研究以共創價值行為包含顧客參與行為和顧客公民行為,以顧客準備模式來做為研究共創價值行為的前因,並結合行為後所產生的共創價值,探討高雄市公共腳踏車租賃系統使用者的共創價值行為。
本研究主要是以高雄捷運統計出的前五大使用率高的租借站點為主要受訪的研究對象,其他租借站點為次要受訪的研究對象,有效問卷共計394份,資料分析方法是使用SPSS和Lisrel 8.52來獲得結構方程模式結果,研究最後主要結論如下:一、使用者對於共創價值行為的意願,均會受到顧客準備模式中的三個因素的影響,包含有動機、能力和角色認定;二、探討使用者的利益,包含有知覺價值和參與享受,均會受到共創價值行為的影響;三、探討高雄捷運的利益,即顧客滿意度和忠誠度會受到使用者利益的影響;四、不同於以往傳統服務業的消費方式,藉由服務科學的概念,即透過服務系統來整合人、科技、價值和資訊分享,發現使用高雄市公共腳踏車租賃系統的經驗是一種服務創新的表現,並且達到共創價值的結果。
英文摘要 In the management direction of service industry, the concept has been changed from the production-oriented to the service-oriented. The former suggests the relationship between the companies and customers is the one way during all the service process, for example, communication by consuming the product to the customers from company; the latter focuses on the dialog between the company and the customer for jointing to create a service, for example, by using the self-service technology (SST) during the communication between the customers and company. The latter with the service-dominant (S-D) logic is called value co-creation activity. Dong et al. (2008) supported that when customers participate in the SST, they are more likely to report higher levels of role clarity, perceived value of future co-creation, satisfaction with the service recovery, and intention to co-create value in the future. Hence, Payne et al. (2008) proposed that the company plays the role of supporting the customer for completing his co-creation activities by providing him relative information and necessary resources. In conclusion, S-D logic has changed the view of company–customer communication (Payne et al., 2008). Therefore, this study is to examine the antecedents and consequences of value co-creation behavior with the evidence from the Kaohsiung public bike sharing system (KPBSS).
The sample of this study mainly focuses on the five top using rate stops and the minor stops. The total effective sample number is 394 and the data analysis is conducted by the SPSS 17.0 and Lisrel 8.52. There are the main conclusions as follows. The first is that the results revealed customer readiness to be positively significant with the customer value co-creation behavior. The second is that the results are in expectation in the relationship between the customer value co-creation behavior and the benefits of the customer. The third is that the results support company’s benefits including customer satisfaction and customer loyalty are significantly positively influenced by the customer’s benefits. The last is that the experience of using KPBSS is an implication of service system, different from the traditional consumption way for creating the service innovation, which is the main purpose of service science.
論文目次 Chapter 1 Introduction 1
1.1 Research background 1
1.2 Research motivation 4
1.3 Research purpose 4
1.4 Research scope and object 5
1.5 Research procedure 5
Chapter 2 Literature Review 9
2.1 Bike sharing 9
2.2 Value co-creation behavior 14
2.3 Customer readiness 18
2.4 Creation value and co-creation value 20
2.5 Benefits of the customer and company 21
2.5.1 Benefits of the customer 21
2.5.1.1 Perceived value 22
2.5.1.2 Participation enjoyment 23
2.5.2 Benefits of the company 25
2.5.2.1 Customer satisfaction 26
2.5.2.2 Customer loyalty 26
Chapter 3 Methodology 28
3.1 Research framework 28
3.2 Research hypothesis development 29
3.2.1 The relationships between customer readiness and value co-creation behavior 29
3.2.2 The relationships between customer value co-creation behavior and the customer’s and company’s benefits 31
3.3 Operational definition and questionnaire design 34
3.3.1 Customer readiness 35
3.3.2 Value co-creation behavior 37
3.3.3 Benefits of the customer and company 40
3.4 Data collection 42
3.5 Data analysis 44
3.5.1 Descriptive statistics 44
3.5.2 Reliability analysis 44
3.5.3 Structural equation modeling (SEM) 44
Chapter 4 Analysis and Results 46
4.1 Sample characteristics 46
4.2 Reliability analysis 50
4.3 Estimation results of overall model 52
4.3.1 The measurement model 53
4.3.2 The structural model 58
Chapter 5 Conclusions and suggestions 61
5.1 Conclusions and discussion 61
5.2 Practical implications 63
5.3 Limitations and directions for future research 64
Reference 67
Appendix 75
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