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研究生：	郭芯羽 Kuo, Hsin-Yu
論文名稱：	Chinese Managerial Perspectives on Customer Co-creation Value in Self-service Chinese Managerial Perspectives on Customer Co-creation Value in Self-service
指導教授：	王慕容 James Stanworth
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士在職專班 Institute of International Management (IIMBA--Master)(on the job class)
論文出版年：	2021
畢業學年度：	109
語文別：	英文
論文頁數：	46
中文關鍵詞：	自助服務科技、共同生產、共創被動資源、共創主動資源、資源整合、自助服務、顧客服務
外文關鍵詞：	Self-service technology, Co-production, Co-creation operand resources, Co-creation operant resources, Resources integration, Self-service, Customer services
相關次數：	點閱：121 下載：8
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自助服務在運輸和零售產業在全球迅速增長。事實上，在西方國家許多公司已完全移除員工，而是讓顧客為他們自己服務。在台灣的情況有所不同，因為管理者對實施自助服務更加謹慎，當他們在實行時，他們使用與西方不同的服務流程。不論是在西方國家或者台灣的管理者對於顧客的需求都有相同的理念-他們將這些轉化為硬體的設計和顧客的互動。
我的研究當中呈現了九個半結構式訪談的結果，針對幾個大型公司在不同的產業，包含:零售業，運輸業以及銀行業，這幾個公司是有能力去投資新的科技。被訪談的對象是經驗豐富的經理人且他們是負責推行自助服務及主要設計自助服務與顧客戶互動的人。從研究分析可以觀察到企業在推行自助服務時的被動資源(硬體和軟體)、顧客及企業之間的主動資源(身體狀態資源、環境資源、關係資源以及認知資源)、顧客及企業之間的資源整合(協助熟悉自助服務及解決問題)、經理人對共同創造價值的認知(對企業的利益及好處)。

Self-service is rapidly growing across the globe by firms in the transportation and retail sectors. In fact, many firms in the Western world remove staff entirely -- leaving the customer to serve themselves. In Taiwan the situation is rather different as managers are more cautious about implementing self-service, and when they do, they use different service processes from their Western colleagues. Managers - whether in the West or here in Taiwan, have philosophies about customers' needs which they translate into the hardware design and customer interactions.
This study presents findings from nine semi-structured interviews which focus on a variety of different industries with large size organizations, including retail, transportation and bank sectors who have capability of such huge investment of technology. All of the managers with accumulated experiences were chosen as they understand the perspectives from a person who is in charge of self-service technology implementation as well as is responsible for delivery SST to customers. Through the analysis I observed the key findings of organizations’ operand resources (hardware and software), customer-organization operant resources (physical resources, environmental resources, relational resources and cognitive resources), customer-organization resources integration (assistance to get familiar with SST and solving problem), managers’ perception of value co-creation (interests and benefit to organization).
However, I found this sense of relationship with the environment is especially unique and distinct from Hilton (2013). The environmental resources managers have drawn upon which help organizations to build understanding about what SSTs are how to engage with them and letting customer develop experience.

TABLE OF CONTENTS
ABSTRACT................................................................................................................... I 
中文摘要...................................................................................................................... III
ACKNOWLEDGEMENTS .........................................................................................IV 
TABLE OF CONTENTS..............................................................................................V 
LIST OF TABLES ..................................................................................................... VII 
LIST OF FIGURES .................................................................................................. VIII 
CHAPTER ONE INTRODUCTION.............................................................................1
1.1 Research Background.....................................................................................1 
1.1.1 Definition of Self-Service Technology (SST). ......................................1 
1.1.2 Trends toward SST Adoption in Retail & Transportation Industry. ......2
1.2 Research Gap. ..................................................................................................5
1.3 Research Questions..........................................................................................6
1.4 Research Flow..................................................................................................6
1.5 Structure of the Dissertation. ...........................................................................7
CHAPTER TWO LITERATURE REVIEW .................................................................8 
2.1 Service Logic. ..................................................................................................8 
2.1.1 Service Dominant Logic Definition. .....................................................8 
2.2 Self-Service Technology (SST). ....................................................................10 
2.2.1 Self-Service Technology Customer Perspective..................................10 
2.2.2 Managerial Meanings and Concepts towards SST..............................12 
2.3 Constructing Meanings Towards Creating Value with SST as a Resource....13 
2.4 Managerial Concepts in Chinese Socio-cultural Settings..............................15
2.4.1 Chinese Cultural Settings. ...................................................................15
2.4.2 Customers’ Understanding toward Self-service Technology in Chinese Settings.................................................................................................16 
CHAPTER THREE QUALITATIVE METHOD .......................................................18 
3.1 Study Design..................................................................................................18 
3.2 Qualitative Method Using Semi-Structured Interview. .................................19 
3.3 Sampling. .......................................................................................................20 
3.4 Qualitative Method Data Analysis. ................................................................ 24 
3.4.1 Data Analysis Method. ........................................................................24 
3.4.2 Data Analysis Tool. .............................................................................26 
3.4.3 Data Analysis Validity. ........................................................................27 
CHAPTER FOUR RESEARCH FINDINGS..............................................................28 
4.1 Organizations Operand Resources.................................................................28 
4.2 Customer-Organization Operant Resources...................................................30 
4.3 Customer-Organization Resources Integration..............................................34 
4.4 Managers’ perceptions of Value Co-creation. ................................................ 35
CHAPTER FIVE DISCUSSION AND CONCLUSION ............................................38 
5.1 Discussion......................................................................................................38 
5.2 Recommendations..........................................................................................40 
REFERENCES ............................................................................................................42 
APPENDIX A: INTERVIEW GUIDELINE ...............................................................45

LIST OF TABLES
Table 1-1 Categories and Examples of SSTs in Use......................................................2 
Table 2-1 Operand and Operant Resources Help Distinguish the Logic of the Goods-and Service-Centered Views ......................................................................9 
Table 3-1 Summary of Interview Information..............................................................21

LIST OF FIGURES
Figure 1-1.Global kiosk market size .............................................................................4 
Figure 1-2. Example of 7-Eleven unmanned store........................................................5 
Figure 1-3. Research flow .............................................................................................7 
Figure 2-1. Model of value co-creation.......................................................................12 
Figure 3-1. Study design flow .....................................................................................19 
Figure 4-1. Summary of value co-creation..................................................................28
                                    

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