成功大學博碩士論文系統

簡易檢索 / 詳目顯示

回結果列表

研究生：	陳乙希 Chen, Yi-Shi
論文名稱：	消費者參與電子化服務補救之準備度對未來共創意圖之研究 The Affect of Consumer Readiness for Participation in E-Service Recovery on Intention toward Future Co-creation: An Experimental Study
指導教授：	張心馨 Chang, Hsin-Hsin
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2010
畢業學年度：	98
語文別：	英文
論文頁數：	104
中文關鍵詞：	電子化服務補救參與程度、消費者準備度、消費者未來共創意圖、自助式服務科技
外文關鍵詞：	customer participation in e-service recovery, consumer readiness, customer’s intention toward future co-creation, Self-Service Technologies (SSTs)
相關次數：	點閱：85 下載：0
分享至:	分享至facebook 分享至twitter

查詢本校圖書館目錄查詢臺灣博碩士論文知識加值系統勘誤回報

自助式服務科技帶給消費者更快速且便利的服務，但在服務傳遞過程中，仍無法避免服務失誤的發生。過去的研究指出，透過電子化服務補救參與程度，可提升消費者共創意願。接續此研究脈絡，本研究以自助式服務科技為研究情境(網路購物與訂票)，探討電子化服務補救參與程度與消費者準備度對共創意願之影響。本研究操弄電子化服務補救參與程度(高、中、低度參與)與自助式服務科技類型(購物系統及訂票系統)，執行2 × 3受試者間實驗設計，有效問卷為331份。研究結果顯示，電子化服務補救參與程度愈高，未來共創的能力、內外在動機會愈高；而且隨著能力與外在動機的增加，消費者共創意願會愈高。因此本研究建議，以自助式服務科技傳遞服務的服務提供者，可藉由提高電子化服務補救參與程度與消費者準備度，提升消費者共創意願，增進獲利可能性。

Self-Service Technologies (SSTs) afford customers more quick and convenient service. In the process of service delivery, however, SSTs can’t avoid service failures. Previous research has proposed that customer intention toward future co-creation can be enhanced by participation in e-service recovery. Based on this literature stream, this study adopted SSTs as a research context (online shopping and ticketing) to investigate the effects of customer participation in e-service recovery and consumer readiness with regard to intention toward future co-creation. This study manipulated the level of customer participation in e-service recovery (high, medium and low participation levels) and SST service types (a shopping system and a ticketing system) to conduct a 2 × 3 between-subjects experimental design and obtained 331 valid samples. The results showed that as the level of customer participation in e-service recovery grows, their ability, extrinsic and intrinsic motivation with regard to future co-creation are increased. Also, as the level of customer ability and extrinsic motivation in future co-creation increases, customer has greater intention towards future co-creation. Therefore, this study suggests that SSTs service providers can increase the level of customer participation in e-service recovery and consumer readiness to enhance customer intention toward future co-creation, and hence, increase the likelihood of profitability potential.

考試合格證明	I
摘要	II
Abstract	III
誌謝	IV
Contents	V
List of Tables	VIII
List of Figures	IX

Chapter 1 Introduction
1.1	Research Background and Motivation	1
1.2	Research Objectives	4

Chapter 2 Literature Review and Hypotheses Development
2.1	The Introduction of Self-Service Technologies (SSTs)	6
2.2	Customer Participation in E-Service Recovery	7
2.3	Consumer Readiness	11
	2.3.1  Ability for Future Co-creation	12
		2.3.1.1  Customer Participation in E-Service Recovery and Ability for Future Co-creation	14
	2.3.2  Role Clarity for Future Co-creation	15
		2.3.2.1  Customer Participation in E-Service Recovery and Role Clarity for Future Co-creation	17
	2.3.3  Motivation for Future Co-creation	18
		2.3.3.1  Customer Participation in E-Service Recovery and Extrinsic / Intrinsic Motivation for Future Co-creation	22
2.4	Customer Intention towards Future Co-creation	24
	2.4.1  Ability for Future Co-creation and Customer Intention towards Future Co-creation	26
	2.4.2  Role Clarity for Future Co-creation and Customer Intentiontowards Future Co-creation	28	2.4.3  Extrinsic/ Intrinsic Motivation in Future Co-creation and Customer Intentiontowards Future Co-creation	28

Chapter 3 Research Method
3.1	Experimental Design	33
3.2 	Experimental Procedure	33
3.3	Measurement of Variables	34
	3.3.1  Independent Variable Manipulations	34
	3.3.2  Dependent Variables	34
	3.3.3  Control Variables	35
3.4	Pilot Test	37

Chapter 4 Results of Data Analysis
4.1	Descriptive Statistics	43
4.2	Manipulation Check	45
4.3	Analysis of the Measurement Model	46
4.4	Hypothesis Testing	51
4.5	ANOVA	56

Chapter 5 Discussion and Conclusion
5.1	Summary of Findings	62
5.2	Theoretical Implications	65
5.3	Managerial Implications	67
5.4	Conclusions	70
5.5	Limitations and Future Research Directions	71

References	73
Appendix A: Scenario Description	82
Appendix B: The Chinese Version of the Questionnaire	85

List of Tables
Table 3-1	Definition of This Study	37
Table 3-2	The Results of Manipulation Check of the First and the Second Pilot Test (the First Pretest, N=74; the Second Pretest, N=68)	39
Table 3-3	Results of the First and Second Pilot Test	40
Table 4-1	Characterization of the Respondents (N=331)	44
Table 4-2	Result of Customer Participation in E-Service Recovery (N=331)	46
Table 4-3	Measurement Model Fit Analysis	47
Table 4-4	Results of Convergent Validity and Reliability	49
Table 4-5	Table of Correlation Coefficient and Correlation matrix	51
Table 4-6	Result of the Constructs across the Three Types of Recovery (N=331)	53
Table 4-7	Post-Hoc Tests of the Constructs	54
Table 4-8	The Goodness of Full Model Fit	55
Table 4-9	Results of Path Analysis of H5 to H8	56
Table 4.10	ANOVA of Different Age on Each Variable of This Study	57
Table 4.11	ANOVA of Different Educational Level on Each Variable	58
Table 4.12	ANOVA of Different Groups of Using Times on 
Each Variable of This Study	59
Table 4.13	ANOVA of Different Groups of Service Failure on Each Variable of This Study	60
Table 5.1	Results of Hypotheses	63

List of Figures
Figure 2-1  Conceptual Framework	31
Figure 4-1  The Results of SEM	61

                                    

Auh, S., Bell, S.J., McLeod,C.S., and Shih, E. (2007). Co-production and customer loyalty in ﬁnancial services. Journal of Retailing, 83(3), 359-370.
Bagozzi, R.P., and Dholakia, U.M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61.
Barczak, G., Ellen, P.S., and Pilling, B.K. (1997). Developing typologies of consumer motives for use of technologically based banking services. Journal of Business Research, 38(2), 131-139.
Bateson, J. (2002). Consumer performance and quality in services. Managing Service Quality, 12(4), 206-209.
Bendapudi, N., and Leone, R.P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67(1), 14-28.
Beuningen, J.V., Ruyter, K.D., Wetzels, M. (2009). Customer self-efficacy in technology-based self-service: Assessing between-and within-person differences. Journal of Service Research, 11(4), 407-428.
Bitner, M. J., Booms, B. H., and Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71-84.
Bitner, M.J., Faranda, W.T., Hubbert, A.R., and Zeithaml, V.A. (1997). Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3), 193-205.
Bowen, D.E. (1986). Managing customers as human resources in service organizations. Human Resource Management, 25(3), 371-383.
Bowers, M.R., Martin, C.L., and Luker, A. (1990). Trading places: Employees as customers, customers as employees. Journal of Services Marketing, 4(2), 55-69.
Bolton, R., and Saxena-Iyer, S. (2009). Interactive services: A framework, synthesis and research directions. Journal of Interactive Marketing, 23(in press),91-104.
Breaugh, J.A., and Starke, M. (2000). Research on employee recruitment: So many studies, so many remaining questions. Journal of Management, 26(3), 405-34.
Brown, S. Are we nearly there yet? On the retro-dominant logic of marketing. Marketing Theory, 7(3), 291-300.
Chervonnaya, O. (2003). Customer role and skill trajectories in services. International Journal of Service Industry Management, 14(3), 347-363.
Claycomb, C., Lengnick-Hall, C. A., and Inks, L. W. (2001). The customer as a productive resource: A pilot study and strategic implications. Journal of Business Strategies, 18(1), 47-69.
Dabholkar, P.A. (1990). How to improve perceived service quality by increasing customer participation. In: B.J. Dunlap (Ed.), Developments in marketing science, XIII (PP. 483-487).
Dabholkar, P.A. (1996). Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality. International Journal of Research in Marketing, 13(1), 29-51.
Davis, F.D. , Bagozzi, R.P., and Warshaw, P.R. (2006). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology. 22(14), 1111- 1132.
Deci, E.L. (1975). Intrinsic Motivation .Plenum Press, New York.
Deci, E.L. and Ryan, R.M. (1985). Intrinsic Motivation and Self-determination in Human Behavior. Plenum Press, New York.
Dellande, S., Gilly, M.C., and Graham, J.L. (2004). Gaining compliance and losing weight: The role of the service provider in health care services. Journal of Marketing, 68(3), 78-91.
Ding, X., Verma, R., and Iqbal, Z. (2007). Self-service technology and online financial service choice. International Journal of Service Industry Management, 18(3), 246-268
Dong, B., Evans, K.R., and Zou, S. (2008). The effects of customer participation in co-created service recovery. Academy of Marketing Science, 36(1), 123-137.
Ennew, C.T., and Binks, M.R. (1999). Impact of participative service relationships on quality, satisfaction and retention: An exploratory study. Journal of Business Research, 46(2), 121-132.
Etgar, M. (2008). A descriptive model of the consumer co-production process. Journal of the Academy of Marketing Science, 36(1), 97-108.
Folkes, V.S., Koletsky, S., and Graham, J.L. (1987). A field study of causal inferences and consumer reaction: the view from the airport. Journal of Consumer Research, 13(4), 534-539.
Forbes, L.P., Kelley, S.W., and Hoffman, K.D. (2005). Typologies of e-commerce retail failures and recovery strategies. Journal of Services Marketing, 19(5), 280-292.
Fornell, C., and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gibbert, M., Leibold, M., and Voelpel, S. (2001). Rejuvenating corporate intellectual capital by co-opting customer competence. Journal of Intellectual Capital, 2(2),109-26.
Graf, A. (2007). Changing roles of customers: Consequences for HRM. International Journal of Service Industry Management, 18(5), 491-509.
Gupta, A., Su, B.C., Walter, Z. (2004). An empirical study of consumer switching from traditional to electronic channels: A purchase-decision process perspective. International Journal of Electronic Commerce, 8(3), 131-161.
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60-72.
Grönroos, C. (1988). Service quality: the six criteria of good perceived service quality. Review of Business, 9(3), 10-13.
Hair, J.F., Black, W.C., Babin, B., Anderson, R.E., and Tatham, R.L. (2006). Multivariate data analysis. New Jersey: Prentice-Hall.
Harris, K.E., Grewal, D., Mohr, L.A., and Bernhardt, K.L. (2006). Consumer responses to service recovery strategies: The moderating role of online versus offline environment. Journal of Business Research, 59(4), 425-431.
Harris, K., Harris, R., and Baron, S. (2001). Customer participation in retail service: Lessons from Brecht. International Journal of Retail & Distribution Management, 29(8), 359-369.
Halbesleben, J.R.B., and Buckley, M.R. (2004). Managing customers as employees of the firm: New challenges for human resources management. Personnel Review, 33(3), 351-372.
Heilman, C.M., Bowman, D., and Wright, G.P. (2000). The evolution of brand preferences and choice behaviors of consumers new to a market. Journal of Marketing Research, 37(2), 139-155.
Heinonen, K., and Strandvik, T. (2009). Monitoring value-in-use of e-service. Journal of Service Management, 20(1), 33 -51.
Ho, S.H., and Ko, Y.Y. (2008). Effects of self-service technology on customer value and customer readiness: The case of Internet banking. Internet Research, 18(4), 427-446.
Holloway, B.B., and Beatty, S.E. (2003). Service failure in online retailing: A recovery opportunity. Journal of Service Research, 6(1), 92-105.
Hess, R.L., Ganesan, S., and Klein, N.M. (2003). Service failure and recovery: The impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31(2), 127-145.
Johnston, R., and Michel, S. (2008). Three outcomes of service recovery: Customer recovery, process recovery and employee recovery. International Journal of Operations & Production Management, 28(1), 79-99.
Kelly, J.P., and Hise, R.T. (1980). Role conflict, role clarity, job tension and job satisfaction in the brand manager position. Journal of the Academy of Marketing Science, 8(2), 120-137.
Kristensson, P., Matthing, J., and Johansson, M. (2008). Key strategies for the successful involvement of customers in the co-creation of new technology-based services. International Journal of Service Industry Management, 19(4), 474 -491.
Larsson, R, and Bowen, D.E. (1989). Organization and customer: Managing design and coordination of services. Academy of management review, 14(2), 213-233.
Lee, M.K.O., Cheung, C.M.K., and Chen, Z. (2005). Acceptance of internet-based learning medium: The role of extrinsic and intrinsic motivation. Information & Management, 42(8),1095–1104.
Lengnick-Hall, C.A., Claycomb, V.C., and Inks, L.W. (2000). From recipient to contributor: Examining customer roles and experienced outcomes. European Journal of Marketing, 34(3), 359-383.
Lilien, G..L., Morrison, P.D., Searls, K., Sonnack, M., and Von Hippel. E. (2002). Performance assessment of the lead user idea-generation process for new product development. Management Science, 48(8), 1042-1059.
Lin, H.F. (2007). Effects of extrinsic and intrinsic motivation on employee knowledge sharing intentions. Journal of Information Science, 33 (2) 2007, 135-149.
Lin, J.S.C, and Hsieh, P.L. (2006). The role of technology readiness in customers’ perception and adoption of self-service technologies. International Journal of Service Industry Management, 17(5), 497-517.
Magnini, V.P., Ford, J.B., Markowski, E.P., and Honeycutt Jr, E.D. (2007). The service recovery paradox: Justifiable theory or smoldering myth? Journal of Services Marketing, 21(3), 213-225.
Malhotra, Y., Galletta, D., and Kirsch, L.J. (2008). How endogenous motivations influence user intentions: Beyond the dichotomy of extrinsic and intrinsic user motivations. Journal of Management Information Systems, 25(1), 267-300.
Meuter, M. L., and Bitner, M. J. (1998). Marketing theory and applications. Chicago: American Marketing Association.
Meuter, M.L., Bitner, M.J., Ostrom, A.L., and Brown, S.W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of Marketing, 69(2), 61-83.
Meuter, M.L., Ostrom, A.L., Roundtree, R.I., and Bitner, M.J. (2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. The Journal of Marketing, 64(3), 50-64.
Mills, P.K., and Morris, J.H. (1986). Clients as “partial” employees of service organizations: Role development in client participation. The Academy of Management Review, 11(4), 726-735.
Mitchell, T.R. (1973). Motivation and participation: An integration. The Academy of Management Journal, 16(4), 670-679.
Mohr, L.A., and Bitner, B.J. (1995). The role of employee effort in satisfaction with service transactions. Journal of Business Research. 32(3), 239-252.
Moon, J.W. and Kim, Y.G.. (2001). Extending the TAM for a world-wide-web context. Information and Management, 38(4), 217-230.
Moorthy, S., Ratchford, B.T., and Talukdar D. (1997). Consumer information search revisited: Theory and empirical analysis. Journal of Consumer Research, 23(4), 263-277.
Mukherjee, A., and Malhotra, N. (2006). Does role clarity explain employee-perceived service quality? International Journal of Service Industry Management, 17(5), 444-473.
Nunnally, J.C., and Bernstein, I.H. Psychometric Theory. New York: McGraw-Hill.
O'Connor, G.C., and Siomkos, G.J. (1994). The need for control in the service sector. Journal of Applied Business Research, 10(3),105-112.
Payne, A.F., Storbacka, K., and Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
Prahalad, C.K., and Rramswamy. V. (2004a). Cc-creation Experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14.
Prahalad, C.K., and Rramswamy. V. (2004b). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4-9.
Pullins, E.B. (2001). An exploratory investigation of the relationship of sales force compensation and intrinsic motivation. Industrial Marketing Management, 30(5), 403-413.
Schank, R C., and Abelson, R.P. Scripts, Plans, Goals and Understanding, John Wiley & Sons, New York: Lawrence Erlbaum.
Steers, R.M., Mowday, R.T., and Shapiro, D.L. (2004). Introduction to special topic forum: The future of work motivation theory. Academy of Management Review, 29(3), 379-387.
Reinders, M.J., Dabholkar, P.A., and Frambach, R.T. (2008). Consequences of forcing consumers to use technology-based self-service. Journal of Service Research, 11(2), 107-123.
Roberts, J.A., Hann, I. H., and Slaughter, S.A. (2006). Understanding the motivations, participation, and performance of open source software developers: A longitudinal study of the apache Projects. Management Science, 52(7), 984-999.
Robertson, N., and Shaw, R.N. (2009). Predicting the likelihood of voiced complaints in the self-service technology context. Journal of Service Research, 12(1), 100-116.
Rodie A.R., and Kleine, S.S. (2000). Handbook of services marketing & management. New York: Sage.
Schneider, B., and Bowen, D. E. (1995). Winning the service game. Boston: Harvard Business School Press.
Simon, F., and Usunier, J.C. (2007). Cognitive, demographic, and situational determinants of service customer preference for personnel-in-contact over self-service technology. International Journal of Research in Marketing, 24(2), 163-173.
Smith, A.K., and Bolton, R.N. (2002). The effect of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the Academy of Marketing Science, 30(1), 5-23.
Smith, A. K., Bolton, R. N., and Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), 356-372.
Solomon, M.R., Surprenant, C., Czepiel, J.A., and Gutman, E.G. (1985). A role theory perspective on dyadic interactions: The service encounter. The Journal of Marketing, 49(1), 99-111.
Sousa, R., and Voss, C.A. (2009). The effects of service failures and recovery on customer loyalty in e-services: An empirical investigation. International Journal of Operations & Production Management, 29(8), 834-864.
Teas, R.K., Wacker, J.G., and Hughes, R.E. (1979). A path analysis of causes and consequences of salesmen’s perceptions of role clarity. Journal of Marketing Research, 16(3), 335-369.
Tyagi, P.K. (1985). Relative importance of key job dimensions and leadership behaviors in motivating salesperson work performance. Journal of Marketing, 49(3), 76-86.
Vargo, S.L., and Lusch, R.F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Vargo, S. L., and Lusch, R. F. (2006). The service dominant logic of marketing: Dialog, debate and directions. NY: M.E. Sharpe.
Vargo, S.L., and Lusch, R.F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
Weijters, B., Rangarajan, D., Falk, T., and Schillewaert, N. (2007). Determinants and outcomes of customers’ use of self-service technology in a retail setting. Journal of Service Research, 10(1), 3-21.
Yen, H.R., Gwinner, K.P., and Su, W. (2004). The impact of customer participation and service expectation on locus attributions following service failure. International Journal of Service Industry Management, 15(1), 7-26.
Zeithaml, V. A., and Bitner, M. J. (2003). Services marketing. New York: McGraw-Hill.
Zeithaml, V. A., Bitner, M. J. and Gremler, D. D. (2009). Services marketing:
Integrating customer focus across the firm. Boston: McGraw-Hill International.
Zhu, Z., Nakata, C., Sivakumar, K., and Grewal, D. (2007). Self-service technology effectiveness: The role of design features and individual traits. Journal of the Academy of Marketing Science, 35(4), 492-506.

校內：2020-12-31公開
校外：不公開電子論文尚未授權公開，紙本請查館藏目錄

簡易檢索 / 詳目顯示

相關論文