本研究對於組織社會化下的目標一致性提出一個更廣泛的觀點，透過實現對於目標的期望，其中源於顧客的價值致使顧客形成滿意度與忠誠度，目標一致性促使顧客主動地去學習如何去參與使用價值中的共創過程，進而產生價值。然而，儘管目標一致性隱含推動顧客主動參與的本質，卻不能保證一個循環且有效的共創過程能成功地被建立，因此，本研究採用一系列服務主導邏輯下的合作過程，這些合作元素如體驗、個人化和關係等過程，這些合作過程強調顧客的主動性去參與服務提供者所提供的共創過程，並透過從顧客身上獲得可使用的價值進而改善整體服務，並形成一個有價值的循環共創過程。組織社會化和使用價值的結合可被應用於解釋顧客為什麼和如何主動地參與共創過程，並使潛在於顧客中的價值得以被實現，進而導致顧客滿意度與忠誠度。此外，本研究也比較使用價值中每個元素對於顧客滿意度與忠誠度的程度，因此管理者可以更好的理解如何挑選更合適的合作過程作為考量。

This study provides an extensive view of goal congruence on organizational socialization through value-in-use to fulfill the expectation of goals that imply values emerged from customers to cause customer satisfaction and loyalty. Goal congruence motivates customers to learn actively how to get involved in processes of value-in-use which should generate more values. However, although goal congruence implies the nature of incentives to induce customers to participate actively and then create values, it cannot guarantee a reciprocal and an effective process will be adopted successfully. Hence, our study adopted a series of collaborative process under service dominant logic including experience, personalization, and relationship which are elements of value-in-use. These collaborative processes emphasize the customer’s initiative to participate in co-creation provided by service providers. And they improve their service through obtaining useful values from customers to accomplish a valuable reciprocity. The combination of organizational socialization and value-in-use is applied for interpreting why and how customer intends to get involved in co-creation and make potential values fulfilled to result in customer satisfaction and loyalty. In addition, this study examines the extent to each element of value-in-use on customer satisfaction versus loyalty. Managers can have a better understanding which types of collaborative program should be used as a consideration.

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