摘 要

本研究的目的在於探討客戶較高程度的參與企業的服務價值的創造是否將有助於企業建立穩定的客戶關係，更具體來說，本研究探討企業實施顧客參與的戰略是否能加強企業對客戶的關係行銷。

在這篇論文中，透過一國內專門處理國際性智慧財產權及法律事務的律師事務所發放問卷調查其客戶對於律師事務所提供的服務憑比進行了研究，律師事務所的客戶主要是國外律師事務所以及國內外不同的業務領域的公司行號，故本研究著重於企業與企業之間的關係行銷，另，本研究以整體滿意度，信任和承諾為中介因素，對顧客參與和客戶的忠誠度以及他們的未來打算使用律師事務所提供的服務之意願之間的相關進行調查，並以此沿伸建立研究架構，研究所得之主要結論如下：顧客參與與整體滿意度、信任以及承諾的關係呈正相關，而這每一個中介因素與客戶忠誠度和未來購買的意願的關係亦呈正相關，此外，客戶忠誠度和未來的意願也呈正相關。

這項研究結論為企業和企業管理人提供了具有價值性的見解，企業可以透過顧客參與提高客戶的忠誠度，影響未來的購買意願，進而以關係行銷創造競爭優勢。

Abstract

The goal of this research is to know whether higher degree of customer involvement in the service value creation would help firms build stable and valued relationship with customers. To be more specific, this research studies whether firms can implement co-production as the strategy to develop bonds with customers and to strengthen the relationship with customers.

In this thesis, a research is conducted by studying the customers’ feedback of a law firm which specializes in resolving disputes regarding intellectual property rights. This research focus on studying the relationship in the business to business context as the customers of the law firm are mainly foreign associates and foreign and domestic companies in different business field. The author develops a framework and investigates the correlation between co-production and customer’s loyalty and their future intention by using overall satisfaction, trust, and commitment as intermediate factors. The testing results show co-production is positively related to overall satisfaction, trust, and commitment and each of these intermediate factors has a positive relationship with customer loyalty and future intention. Also, future intention is positively related to loyalty. This study provides valuable insights for firms and managers by demonstrating that firms can create competitive advantage by retaining customer loyalty and influencing future intention of purchases through the implementation of co-production.

Table of Contents

Chapters

1 Introduction--------------------------------------------------------------------------------------1

2 Literature Review-------------------------------------------------------------------------------5
2.1 Background-------------------------------------------------------------------------------5
2.2 Co-production and overall satisfaction-------------------------------------7
2.3 Co-production and trust-------------------------------------------------------------10
2.4 Co-production and commitment----------------------------------------------11
2.5 Commitment and customer loyalty---------------------------------------------12
2.6 Commitment and future intention-------------------------------------------13
2.7 Trust and customer loyalty---------------------------------------------------------14
2.8 Trust and future intention-----------------------------------------------------15
2.9 Overall-satisfaction and customer loyalty--------------------------------------16
2.10 Overall-satisfaction and future intention----------------------------------17
2.11 Future intention and customer loyalty-----------------------------------------18

3 Research Method----------------------------------------------------------------------------20
3.1 Research framework and hypotheses-------------------------------------------20
3.2 Sample and data collection---------------------------------------------------------21
3.3 Measurement--------------------------------------------------------------------------23

4 Results-------------------------------------------------------------------------------------------26
4.1 Measurement model-----------------------------------------------------------------26
4.2 Hypothesis testing--------------------------------------------------------------------27

5 Discussion and Implications----------------------------------------------------------------31
5.1 Discussion-------------------------------------------------------------------------------31
5.2 Managerial implications-------------------------------------------------------------33
5.3 Study limitations----------------------------------------------------------------------36

References---------------------------------------------------------------------------------------------38



Tables

Table 1 Response Rate---------------------------------------------------------------------------22
Table 2 Statistics of Respondents by Characteristics in Percentage------------------23
Table 3 Confirmatory factor analysis, reliability, and validity--------------------------25
Table 4 Descriptive statistics and intercorrealtions---------------------------------------27
Table 5 Model testing---------------------------------------------------------------------------29
Table 6 Hypotheses Testing Result-----------------------------------------------------------30

Figures

Figure 1 Proposed theoretical model --------------------------------------------------------20

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