| Summary: | 碩士 === 南臺科技大學 === 行銷與流通管理系 === 107 === The hairdressing industry is one of the important service markets. The hairdressing studio face the destructive competitions. This study was based on service dominant logic to test the impact of consumer readiness, co-production and relationship quality on value co-creation. Moreover, we add co-product intensity and consumer relationship proneness as moderator variables. This study has conducted total 444 paper-based questionnaires for the customer who had the experience of hairdressing while 333 questionnaires were returned with 75% of the effective response rate. The responded samples were tested on non-response bias and common method variance; it seems that no serious problem. The results had found that customer readiness had a positive impact on co-production, customer readiness had a positive impact on relationship quality, customer readiness had a positive impact on value co-creation, co-production had a positive impact on relationship quality, co-production had a positive impact on value co-creation, relationship quality had a positive impact on value co-creation. Co-production has mediating effect between customer readiness and relationship quality, and co-production has mediating effect between customer readiness and value co-creation, and relationship quality has mediating effect between customer readiness and value co-creation, and relationship quality has mediating effect between co-production and value co-creation. Customer relationship proneness has moderating effect on co-production and value co-creation. As the conclusion, this study has proposed some theoretical and practical implications based on the results while suggested the directions for future researchers.
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