The Impacts of customer-company Identification and co-production on service satisfaction

• Main Authors: Hung-wei Liu, 劉汯衛
• Other Authors: Stephen Chi-Tsun Huang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/58627873423162636865

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === The issue of customers'' co-production in services has been explored by marketing scholars for years; however, until now the effect of customer’s co-production on satisfaction does not reach a conclusion. On a basis of Customer-company identification theory and the attribution theory of service failure, the current research attempts to examine the influences of customer;s engagement and coproduction on customer satisfaction. English cram schools were chosen as the research context, due to customer’s high involvement. With 325 usable questionnaires, regression and structural equation modeling were used to test the model. The findings show that: (1) The attribution of the service failure would mediate the effect between customer co-production and satisfaction. When customers internally attribute the failure to self-efficacy, coproduction will lead to satisfaction. In contrast, external attribution to company for the reason of failure negatively mediate the link between co-production and satisfaction, i.e. higher coproduction leads to lower satisfaction when customer attributes the failure to the company. (2) The more customer participates in co-production, the less they tend to internally attribute to self-efficacy; in contrast, the more customers cooperate in co-production process, the more they attribute to their efficacy but the less they tend to externally attribute to company responsibility, and thus leads to high customer satisfaction. (3) CCI moderates the effect of customers'' co-production on satisfaction, in other words, when CCI is weak, the effect of participation on customer satisfaction is significant; however, when the CCI is strong, cooperation would positively affect satisfaction