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1 論 97 年參歷 * 理旅旅理更參度參行 216 參行歷參行參來參 * schuang2@cyut.eud.tw Tel: (04)

2 22 論 97 年 7 路力量 Prahalad and Ramaswamy (2000) 年來理都略了識識來說不論 (Prahalad and Ramaswamy, 2000) 力量更力更 Prahalad and Ramaswamy (2000) 不歷年更勵參 Brond, 1997 不參參行度不都不 Pine and Gilmore, 1999 行論論勵參參 e.g., Bitner, Faranda, Hubbert and Zeithaml, 1997; Solomon, Surprenant, Czepiel and Gutman, 1985; Grove, Fisk and Dorsch, 1998 了 (Parker and Ward, 2000 論理 Bendapudi and Leone, 2003 狀來度臨狀 customer value 度都行度更念更 Wahyuningsih, 2005; Bolton and

3 參歷 23 Drew, 1991; Petrick, Morais and Norman, 2001 Cronin, Brady and Hult(2000) Lam, Shankar, Erramilli, and Murthy 2004 Patterson and Spreng(1997) Wahyuningsih(2005) 來行數度度行行行 e.g., Chang and Wildt, 領 e.g., 李益 2004 Monroe and Krishnan, 1985; Monroe, 1990 不度 Jones and Sasser, 1995 留利降行 McDougall and Levesque, 2000 論略力諸不 McDougall and Levesque, Patterson and Spreng, 1997; Holbrook, 1994 論略論來益 e.g., Cronin, et al., 2000; Wahyuningsih, 2005; McDougall and Levesque, 2000; Patterson and Spreng, 1997; Fornell, Johnson, Anderson, Cha, and Bryant, 1996 連了參行聯 1 參 2 34 參 5

4 24 論 97 年 7 參說參度 Bendapudi and Leone, 2003 參 firm production joint production customer production 類 Meuter and Bitner, 1998 了理來兩都度參兩論來 partial employees 論理勵理 Bendapudi and Leone, 2003 Firat and Venkatesh 1995 行更參 Hirschman 1970 參度參精神力行 Claycomb, Lengnick-Hall and Inks, 2001 參行不立諾行參見度 Cermak and File, 1994; Cermark, File and Prince, 1991 來行力 expectancy disconfirmation 念數 Oliver, 1980 度數 attitude = f expectations 度度都來度參度良更更了度 Ennew and Binks, 1999; Kelley, Skinner and Donnelly, 1992 Groth 2005 更參行更

5 參歷 25 參識度度 Kurtz and Clow, 1998 Bendapudi and Leone 2003 不度參說 1 H1 參聯參略 Perceived Value trade-off Zeithaml, 1988; Bolton and Drew, 1991; Monroe, 1990 量 Schneider and Bowen 1995 參利益參度參更更 Mills, Chase and Margulies, 1983 省 Schneider and Bowen, 1995 利益 R my and Kopel 2002 參連 economic linking 連 social linking 連利益易連參降 2007 參行利益說 2 H2 參聯度 Jones and Sasser, 1995 行 Jones and Sasser 1995 度量 1 行來度 2 行量率易量 3 行行 Joacoby and Chesnut 1978 度不度行度

6 26 論 97 年 7 量來說度來行行行念 e.g., Wahyuningsih, 2005; McDougall and Levesque, 2000; Fornell et al., 1996 行利念 disconfirmation paradigm 若不 Churchill and Surprenant, 1982 參度立良更了 Ennew and Binks, 1999 更度 Cermak and File, 1994; Ennew and Binks, 1999 不不例 Petrick and Backman 2002 度 2006 度度 2005 度度 Parasuraman and Grewal 2000 易度 Hallowell 來度 Chang and Wildt 1994 立說 3~5 H3 H4 H5 行數 Wahyuningsih, 2005; Patterson and Spreng, 1997; Lam, et al., 2004; McDougall and Levesque, 2000; Chan, Hui, Lo, Tse, Tso, and Wu, 2003; McNaughton, Osborne and Imrie, 2002; Petrick, et al., 2001 度利益略量兩念 cognitive-based construct 利益

7 參歷 27 異理論異念 affective evaluative response 行更力 Patterson and Spreng, 1997 更行度 Spreng, Dixon and Olshavsky, 1993 Ajzen and Fishbein 1980 行更來說易行行行度 Wahyuningsih, 2005 說 2 說 3 說 5 論立說 6 說 7 H6 參 H7 參索參行了參行度度理論參念 1 H2 H6 H4 參 H3 H1 H7 1 H5

8 28 論 97 年 7 料年 220 行年行年年北 1 1 年 2 女年率 25 35% % 31 25% 3 數率北 40% 30% 30% 220 ( 1) 料說練數 1 說行行 2 1 年 ( 數 )( ) 50,715(36%) 57,792(41%) 33,575(23%) 142,082 例北 65,461(46 ) 40 31(14%) 35(16%) 22(10%) 88 37,213(26 ) 30 23(10.5%) 26(12%) 17(7.5%) 66 39,408(28 ) 30 23(10.5%) 26(12%) 17(7.5%) , 數量參數量數量量都量李度數參度度 1 北北隆蘭栗林

9 參歷度 ,001-50, ,001-70, , 類金 16,000~120,000 47,000 SD 14,855 數 40 SD 數量數量參 Bettencourt 1997 量見參 5 易量利 3 量量 3 來易量量福 3 度度度 Petrick Parasurman, Zeithaml and Berry(1994) Voss, Parasurman, and Grewal(1998)2006 Jones and Sasser 1995 利 Cronbach s α 數度參 Cronbach s α 0.79 Cronbach s α 0.84 Cronbach s α 0.90 Cronbach s α 量度 Nunnally 良度

10 30 論 97 年 7 度度度 convergent validity 不量量度量數量念量 0.53~0.93 量 t 7.30 p<0.001 ~27.24 p<0.001 量 3 異量 average variance extracted, AVE 參 0.45 念異量 0.67~0.87 Fornell and Larcker(1981) 0.5 AVE 0.5 度度念度 0.80~0.95 Fornell and Larcker(1981) 0.6 量度度異度 Anderson and Gerbing 1988 度兩念數 1 x 2 兩念數不 x 2 2 兩行兩 x x 2 度兩來兩念度利念兩兩行念兩 x 2 df= P<0.01 度念參 ***: p< 念量 t CP8 見 0.85 CP10 不 *** CP *** CP *** CP *** PV *** PV2 利 *** PV CS *** CS CS *** RP RP *** RP *** Cronbach s α 念度異

11 參歷 31 4 念量度數參 a b *** c *** *** *** *** *** 1. a 兩念數不 b 兩念數 1 c a b ( 2 x ) x 2 df=1,α=0.05 =3.84 x 2 df=1,α=0.01 =6.63 x 2 df=1,α=0.001 = ***: p<0.001 說理論料度參 Hair, Black, Babin, Anderson and Tatham 2005 度類類量理論量 x 2 2 x /df GFI AGFI RMR RMSEA 良 NFI CFI PNFI PGFI 5 理論類理論度良 5 類 2 x p=0.06 良 P 不量 2 x /df 1.27 良 3 GFI 0.95 良 >0.90 AGFI 0.92 良 >0.90 RMR 0.03 良 <0.05 RMSEA 0.04 良 <0.05 良 NFI 0.96 良 >0.90 量 CFI 0.99 良 >0.90 PNFI 0.73 良 >0.50 量 PGFI 0.62 良 >0.50 說說參 H2 6 參路數路

12 32 論 97 年 7 理論 x 2 H1 不立 H3 立行路數 0.15 路理論 x 2 H4 不立路數 0.77 H5 理論數理 7 數數參力 0.18 力 0.06 參 0.16 力參度更數不 0.15 來參若 6 說說數路數 p-value 路 x 2 H1 參 H2 參 0.18* 0.02 H3 0.87*** 0.00 H H *** a b 2.05 c * *** *** 說不立立立不立 1.a 理論 b 路 c a b ( x 2 2 ) x df=1,α=0.05 = *: P<0.05 ***: P< x df=1,α=0.01 =6.63 x 2 df=1,α=0.001 =10.83 立

13 參歷 33 7 數路數數 I 參參數數 0.16 II 參數 I 度 0.87 I 0.15 數 II II Baron and Kenny(1986) Williams, Edwards and Vandenberg(2003) 行來降參 2 參參都立參不參 H6 3 不都

14 34 論 97 年 7 度來 H7 參 0.22** (a) 參 0.08 參 0.17* (b) 0.87*** 0.88*** (d) (c) ***: P 0.001; **:P 0.01; *: P< *** (a) 0.88*** (b) 0.90*** (c) 0.26*** 0.82*** (d) ***: P

15 參歷 35 論論參參參不力度力度力參度力參精神力參參參來度益量例車旅館利行 check-i 益飯利行 check-i 參更度了更參連 R my and Kopel, 2002 利益參力理理益 Bettman, Johnson and Payne, 1991 參理利益 Petrick and Backman Parasuraman and Grewal 2000 Chang and Wildt 1994 不理李 1999 來女見都更度理女來說度理行

16 36 論 97 年 7 Baron and Kenny 1986 參參略若度更易理論 Thaler, 1985 理參理度不參若來來來參切理論度度理理度 Patterson and Spreng, 1997 來歷參錄來女樂女李 1999 不行力量行來行行論參度參論兩兩念略論念度念更理參更更參更來說行理勵參兩度

17 參歷 37 理理理歷參參理力量來參行來行量理理數念量異 common method variance; CMV 行 Harman s one-factor test 念量行索數 CMV 若異 CMV 林 2006 Podsakoff, Mackenzie, Lee and Podsakoff, 2003 力不異 CMV Groth 2005 Groth 2005 參行行行數 0.27(p<0.01)~0.63(p<0.01) 參數 0.18 p<0.01 CMV 念度料來降 CMV 念參量行若料量什都 Jones and Sasser, 1995; Parasurman, Zeithaml and Berry, 1994; Voss, Parasurman, an Grewal, 論力論例類論不度度行

18 38 論 97 年 7 度度 customization 立了 Bendapudi and Leone, 2003 力理識力量識力參行類力參理論識勵參參行參行參數例 Rodie and Kleine(2000) 參 Bettencourt(1997) 度參參行論行理更 Gemunden, Heydebreck and Herden(1992) 見參參更

19 參歷 39 參度度類理李林 2006 理異理參 2007 兩理論北理北理理論行論李益 2004 來理 Ajzen, I. and Fishbein, M Predicting and understanding consumer behavior: Attitude-behavior correspondence, Englewood Cliffs, N. J.: Prentice-Hall. 2. Anderson, J. and Gerbing, D., Structural equation model in practice: A review and recommended two step approach. Psychological Bulletin, 103(May): Baron, R. M., and Kenny, D. A., The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical consideration. Journal of Personality and Social Psychology, 51(6): Bendapudi, N. and Leone, R. P Psychological implications of customer participation in co-production. Journal of Marketing, 67(1): Bettencourt, L. A Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3): Bettman, J. R., Johnson, E. J., and Payne, J. W Consumer decision making. In T. S. Robertson and H. H. Kassarjian (Eds.), Handbook of consumer behavior (50-84). Englewood Cliffs, NJ: Prentice Hall.

20 40 論 97 年 7 7. Bitner, M. J., Faranda, W. T., Hubbert, A. R., and Zeithaml, V. A Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3): Bolton, R. N., and Drew, J. H., A multistage model of customers assessments of service quality and value. Journal of Consumer Research, 17(4): Brond, D Customer participation is the latest trend in service delivery. Marketing News, 31(22): Cermak, D. S. P., and File, K. M., Customer participation in service specification and delivery. Journal of Applied Business Research, 10(2): Cermak, D. S. P., File, K. M., and Prince, R. A Complaining and praising in non-profit exchanges: When satisfaction matters less. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Chan, L. K., Hui, Y. V., Lo, H. P., Tse, S. K., Tso, G. K. F., and Wu, M. L Consumer satisfaction index: New practice and findings. European Journal of Marketing, 37(5/6): Chang, T. Z. and Wildt, A. R Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1): Churchill, Jr. G. A., and Surprenant, C An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4): Claycomb, C., Lengnick-Hall, C. A., and Inks, L. W The customer as a productive resource: A pilot study and strategic implications. Journal of Business Strategies, 18(1): Cronin, Jr. J. J., Brady, M. K., and Hult, G. T. M Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2): Ennew, C. T. and Binks, M. R Impact of participative service relationships on quality, satisfaction and retention: An exploratory study. Journal of Business Research, 46(2): Firat, A. F. and Venkatesh, A Liberatory postmodernism and the reenchantment of consumption. Journal of Consumer Research, 22(3): Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., and Bryant, B. E The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4): Fornell, C. and Larcker, D. F. 1981, Evaluating structural equation models with unobservable and measurement errors, Journal of Marketing Research, 18(1):

21 參歷 Gemunden, H. G., Heydebreck, P., and Herden, R Technological interweavement: A means of achieving innovation success. R&D Management, 22(4): Groth, M Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1): Grove, S. J., Fisk, R. P., and Dorsch, M. J Assessing the theatrical components of the service encounter: A cluster analysis examination. Service Industries Journal, 18(3): Hair, J. F., Black, B., Babin, B., Anderson, R. E., and Tatham, R. L Multivariate Data Analysis (6 thed.). Upper Saddle River, NJ: Prentice Hall. 25. Hallowell, R The relationships of customer, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7(4): Hirschman, A. O Exit, voice, and loyalty: Responses to decline in firms, organizations, and states. Cambridge, MA: Harvard University Press. 27. Holbrook, M. B The nature of customer value. In Rust, R. T. and Oliver, R. L. Service Quality: New Directions in Theory and Practice, London: Sage Publications, Joacoby, J. and Chesnut, R. W., Brand loyalty measurement and management. N. Y.: John Wiley and Sons. 29. Jones, T. O., and Sasser, Jr. W. E., Why satisfied customers defect. Harvard Business Review, 73(6): Kelley, S. W., Skinner, S. J., and Donnelly, Jr. J. H Organizational socialization of service customers. Journal of Business Research, 25(3): Kurtz, D. L. and Clow, K. E Service marketing, John Wiley and Sons, Inc. 32. Lam, S. Y., Shankar, V., Erramilli, M. K.r.i.s.h.n.a., and Murthy, B Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of Marketing Science, 32(3): McDougall, G. H. G., and Levesque, T Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing, 14(5): McNaughton, R. B., Osborne, P., and Imrie, B. C Market-oriented value creation in service firms. European Journal of Marketing, 36(9/10): Meuter, M. L., and Bitner, M. L Self-service technologies: extending service frameworks and identifying issues for research. In Grewal, D. and

22 42 論 97 年 7 Pechmann, C.(Eds), Marketing Theory and Applications, American Marketing Association, Chicago: IL, 9: Mills, P. K., Chase, R. B., and Margulies, N., Motivating the client/employee system as a service production strategy. The Academy of Management Review, 8(2): Monroe, K. B., Pricing: Making profitable decisions (2nd ed.). N. Y.: McGraw-Hill. 38. Monroe, K. B., and Krishnan, R The effect of price on subjective product evaluations. In Jacoby, J., and Olson, J. C. (Eds.), Perceived quality: How consumers view stores and merchandise, Lexington, MA: Lexington Books, Nunnally, J. C Psychometric Theory (2nd ed.). N. Y.: McGraw-Hill. 40. Oliver, R. L., A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4): Parasuraman, A., and Grewal, D The impact of technology on the quality-value loyalty chain: A research agenda. Journal of the Academy of Marketing Science Journal, 28(1): Parasurman, A., Zeithaml, V. A., and Berry, L. L Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58(1): Parker, C. and Ward, P An analysis of role adoptions and scripts during customer-to-customer encounters. European Journal of Marketing, 34(3/4): Patterson, P. G., and Spreng, R. A Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination. International Journal of Service Industry Management, 8(5): Petrick, S Strategic value configuration logics and the new economy: A service economy revolution? International Journal of Service Industry Management, 12(1): Petrick, J. F., and Backman, S. J An examination of the determinants of golf travelers satisfaction. Journal of Travel Research, 40(3): Petrick, J. F., Morais, D. D., and Norman, W. C An examination of the determinants of entertainment vacationers intentions to revisit. Journal of Travel Research, 40(1): Pine, II, B. J. and Gilmore, J. H The experience economy: Work is theater and every business a stage. MA: Harvard Business School Press. 49. Podsakoff, P. M., Mackenzie, S. B., Lee, J. and Podsakoff, N. P Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5): Prahalad, C. K. and Ramaswamy, V Co-opting customer

23 參歷 43 competence. Harvard Business Review, 78(1): Rémy, E., and Kopel, S Social linking and human resources management in the service sector. The Service Industries Journal, 22(1): Rodie, A. R. and Kleine, S. S Customer participation in services production and delivery. In Swartz, T. A. and Iacobucci, D. (Eds), Handbook of services Marketing and Management. California: Sage Publications, Inc., Schneider, B. and Bowen, D. E., Winning the Service Game, Boston: Harvard Business School Press. 54. Solomon, M. R., Surprenant, C., Czepiel, J. A., and Gutman, E. G A role theory perspective on dyadic interactions: The Service Encounter. Journal of Marketing, 49(1): Spreng, R. A., Dixon, A. L. and Olshavsky, R. W The impact of perceived value on consumer satisfaction. Journal of consumer satisfaction, dissatisfaction and complaining behavior, 6: Thaler, R., Mental accounting and consumer choice. Marketing Science, 4(3): Voss, G. B., Parasuraman, A., and Grewal, D The role of price, performance and expectations in determining satisfaction in service exchanges. Journal of Marketing, 62(4): Wahyuningsih, The relationships among customer value, satisfaction and behavioral intentions: A General structural equation model. Gadjah Mada International Journal of Business, 7(3): Williams, L. J., Edwards, J. R., and Vandenberg, R. J Recent advances in causal modeling methods for organizational and management research. Journal of Management, 29(6): Zeithaml, V. A., Consumer perception of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3): 2-22.

24 44 論 97 年 7 How Customer Participation Drives Customer Loyalty An Analysis of Wedding Photographs Consumption Shu-Chin Huang * Department of Business Administration, Chaoyang University of Technology Chen-Yin Chen Department of Tourism Management, Nanhua University Abstract 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. Keywords: Customer Participation, Perceived Value, Customer Loyalty, Customer Satisfaction * Corresponding author schuang2@cyut.edu.tw Tel: Ext. 4303

地方公共服務績效比較評量之探討—標竿學習策略的觀點

地方公共服務績效比較評量之探討—標竿學習策略的觀點年路路 * 路兩例流行路離路例路路路類不不度路來離年聯不易讀都年兩老行度行度索路來路行論路讀練行理略益度路念立路力路念路六力年率數來臨路力參路度老理數略兩立路良論不量數落更數念數練例不兩路 2 路路數年旅兩勵立