Self Efficacy,Customer participation and Co-creation :Insurance Service as An Example.

• Main Authors: Yi Hsuan Chiu, 邱以萱
• Other Authors: Etta Y. I. Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/11303376575310788339

碩士 === 元智大學 === 管理碩士在職專班 === 101 === With the change of social environment and information technology, people get information more immediately from various sources. It is proving that the knowledge-economy era is coming. The enterprises have to face the challenge with more and more knowledgeable consumers. The change of the environment and customer behavior that caused companies follow the marketing concept from “Product Driven” to “Customer Orientation”. Enterprise organizations can develop a mutually beneficial cycle through co-creating value with customers. The value creation are not only from producers but also by consumers. It turned out to be creating value through the co-participation by the service providers and users that can best satisfy the customers. This study used qualitative analysis. According to Yim, Chan &; Lam(2012), this study adopted their frameowrk of customers participation and value co-creation,to explore if self-efficacy and customer-participation help to enhance the co-creation value in the life insurance industry, as well as to make suggestions on customers services by case study in the insurance industry. Results were found in this study as the following summary. First, customer and sales self-efficacy influence customer participation, when a customer self-efficacy is less than or equal to employee self-efficacy, he/she is more willing to participate in co-creation. 2. Level of customer involvement ha a relationship value co-creation, the interaction frequency of customer and sales agent has a positive impact on co-creation results. 3. Customers and agents work to co-create the insurance service content, for customers not only results in a customer-oriented insurance product, but speed up the service and promote the sales performance.