本研究以資訊科技服務為場域，以組織為觀察的層次，採用關係維持之雙因子（奉獻因素與限制因素）模型之觀點，探討價值共同創造中顧客參與對於關係維持的影響。同時，本研究提出顧客參與的三個前置因素。研究設計為問卷調查法，並使用偏最小平方法(Partial Least Squares, PLS)進行假說檢定。有效回收問卷數為126份，填答者為資訊部門經理或企業營運長。研究結果發現，資訊科技能力、組織相容性、角色明確，會正面影響顧客參與。顧客參與可正向影響服務品質和轉換成本。服務品質可提升滿意度，進而影響忠誠度。轉換成本與忠誠度之間有正向關係。因此，顧客參與乃透過雙因子之路徑：(1)服務品質及滿意度；(2)轉換成本，進而影響顧客忠誠度。本研究之發現有助於資訊科技服務廠商促進顧客參與，提升顧客滿意度和忠誠度。另外，亦可作為一般企業挑選資訊科技服務廠商的考量準則。

The study investigates the influences of customer participation on relationship maintenance by adopting the two-factor model, and identifies potential antecedents of customer participation. Empirical data was collected from 126 firms which receive information technology (IT) services in Taiwan. The results of this study showed that customer participation positively influences customer loyalty through the following mechanisms: 1) service quality and satisfaction, and 2) switching costs. Additionally, IT capabilities, organizational compatibility, and role clarity are positively related to customer participation. The findings can serve as a guideline for IT service firms to promote customer participation and for general enterprises to select IT service firms.

Aarikka-Stenroos, Leena, and Elina Jaakkola (2012), “Value Co-Creation in Knowledge Intensive Business Services: A Dyadic Perspective on the Joint Problem Solving Process,” Industrial Marketing Management, 41(1), 15-26.
Abelein, Ulrich, Helen Sharp, and Barbara Paech (2013), “Does Involving Users in Software Development Really Influence System Success?” Software, IEEE, 30 (6), 17-23.
Arturo Calvo-Mora, Antonio Navarro-García, Manuel Rey-Moreno, and Rafael Periañez-Cristobal (2016), “Excellence Management Practices, Knowledge Management and Key Business Results in Large Organisations and SMEs: A Multi-Group Analysis,” European Management Journal, 34 (6), 661-673.
Asimakopoulos, Grigorios, and Stavros Asimakopoulos (2014), “Understanding Switching Intention of Information Systems Users,” Industrial Management & Data Systems, 114 (4), 583-596.
Backhaus, Klaus, Kai Lügger, and Matthias Koch (2011), “The Structure and Evolution of Business-To-Business Marketing: A Citation and Co-Citation Analysis,” Industrial Marketing Management, 40 (6), 940-951.
Bahli, Bouchaïb, and Suzanne Rivard (2013), “Cost Escalation in Information Technology Outsourcing: A Moderated Mediation Study,” Decision Support Systems, 56, 37-47.
Beltencourt, Lance A., Amy L. Ostrom, Stephen W. Brown, and Robert I. Roundtree (2002), “Client Co-Production in Knowledge-Intensive Business Services,” California Management Review, 44 (4), 100-128.
Bendapudi, Neeli, and Leonard L. Berry (1997), “Customers' Motivations for Maintaining Relationships with Service Providers,” Journal of Retailing, 73 (1), 15-37.
Bharadwaj, Anandhi S. (2000), “A Resource-Based Perspective on Information Technology Capability and Firm Performance: An Empirical Investigation,” MIS Quarterly, 24 (1), 169-196.
Bienstock, Carol C., and Marla B. Royne (2010), “Technology Acceptance and Satisfaction with Logistics Services,” International Journal of Logistics Management, 21 (2), 271-292.
Blocker, Christopher P., Daniel J. Flint, Matthew B. Myers, and Stanley F. Slater (2011), “Proactive Customer Orientation and Its Role for Creating Customer Value in Global Markets,” Journal of the Academy of Marketing Science, 39 (2), 216-233.
Blut, Markus, Heiner Evanschitzky, Christof Backhaus, John Rudd, and Michael Marck (2016), “Securing Business-To-Business Relationships: The Impact of Switching Costs,” Industrial Marketing Management, 52, 82-90.
Bucklin, Louis P., and Sanjit Sengupta (1993), “Organizing Successful Co-Marketing Alliances,” Journal of Marketing, 57 (2), 32-46.
Burmeister, Antje, and Kristian Colletis-Wahl (1997), “Proximity in Production Networks the Circulatory Dimension,” European Urban and Regional Studies, 4 (3), 231-241.
Cao, Mei, and Qingyu Zhang (2011), “Supply Chain Collaboration: Impact on Collaborative Advantage and Firm Performance,” Journal of Operations Management, 29 (3), 163-180.
Chan, Kimmy Wa, Chi Kin Yim, and Simon SK Lam (2010), “Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services across Cultures,” Journal of Marketing, 74 (3), 48-64.
Chen, Sandy C., and Carola Raab (2017), “Construction and Validation of the Customer Participation Scale,” Journal of Hospitality & Tourism Research, 41 (2), 131-153.
Chin, Wynne W. (1988), “Issues and Opinion on Structural Equation Modeling,” MIS Quarterly, 22 (1), 7-16.
Chin, Wynne W., Barbara L. Marcolin, and Peter R. Newsted (1996), “A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study,” Paper read at Proceedings of the Seventeenth International Conference on Information Systems, Association for Information Systems, at Cleveland, OH.
Chin, Wynne W., Barbara L. Marcolin, and Peter R. Newsted (2003), “A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study,” Information Systems Research, 14 (2), 189-217.
Claycomb, Cindy, and Gary L. Frankwick (2010), “Buyers' Perspectives of Buyer–Seller Relationship Development,” Industrial Marketing Management, 39 (2), 252-263.
Dabholkar, Pratibha A.. 1990. "How to Improve Perceived Service Quality by Improving Customer Participation." In Developments in Marketing Science (P.483-487). B. J. Duniap (Ed.): Cullowhee, NC: Academy of Marketing Science.
de Ruyter, Ko, Luci Moorman, and Jos Lemmink (2001), “Antecedents of Commitment and Trust in Customer–Supplier Relationships in High Technology Markets,” Industrial Marketing Management, 30 (3), 271-286.
Dellande, Stephanie, Mary C. Gilly, and John L. Graham (2004), “Gaining Compliance and Losing Weight: The Role of the Service Provider in Health Care Services,” Journal of Marketing, 68 (3), 78-91.
Douma, Marc U., Jan Bilderbeek, Peter J. Idenburg, and Jan Kees Looise (2000), “Strategic Alliances: Managing the Dynamics of Fit,” Long Range Planning, 33 (4), 579-598.
Emden, Zeynep, Roger J. Calantone, and Cornelia Droge (2006), “Collaborating for New Product Development: Selecting the Partner with Maximum Potential to Create Value,” Journal of Product Innovation Management, 23 (4), 330-341.
Fang, Eric, Robert W. Palmatier, and Kenneth R. Evans (2008), “Influence of Customer Participation on Creating and Sharing of New Product Value,” Journal of the Academy of Marketing Science, 36 (3), 322-336.
Fornell, Claes, and David F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18 (1), 39-50.
Galvagno, Marco, and Daniele Dalli (2014), “Theory of Value Co-Creation: A Systematic Literature Review,” Managing Service Quality, 24 (6), 643-683.
Geiger, Ingmar, Aurelia Durand, Samy Saab, Michael Kleinaltenkamp, Roger Baxter, and Yeonhee Lee (2012), “The Bonding Effects of Relationship Value and Switching Costs in Industrial Buyer–Seller Relationships: An Investigation into Role Differences,” Industrial Marketing Management, 41 (1), 82-93.
Gil, Irene, David Servera, Gloria Berenguer, and Maria Fuentes (2008), “Logistics Service Quality: A New Way to Loyalty,” Industrial Management & Data Systems, 108 (5), 650-668.
Grewal, Rajdeep, James M. Comer, and Raj Mehta (2001), “An Investigation into the Antecedents of Organizational Participation in Business-to-Business Electronic Markets?” Journal of Marketing, 65 (3), 17-33.
Hair, Joe F., Christian M. Ringle, and Marko Sarstedt (2011), “PLS-SEM: Indeed a Silver Bullet,” Journal of Marketing Theory and Practice, 19 (2), 139-152.
Han, Hyun-Soo, Jae-Nam Lee , Jae Uk Chun , and Yun-Weon Seo (2016), “Complementarity between Client and Vendor IT Capabilities: An Empirical Investigation in IT Outsourcing Projects,” Decision Support Systems, 55(3), 777-791.
Heide, Jan B., and Allen M. Weiss (1995), “Vendor Consideration and Switching Behavior for Buyers in High-Technology Markets,” Journal of Marketing, 59 (3), 30-43.
Henseler, Jörg, Christian M. Ringle, and Rudolf R. Sinkovics (2009), “The Use of Partial Least Squares Path Modeling in International Marketing,” New Challenges to International Marketing, Emerald Group Publishing Limited, 277-319.
Hsu, Jack S., Yu Wen Hung, Yin-Hung Chen, and Hsieh-Hong Huang (2013), “Antecedents and Consequences of User Coproduction in Information System Development Projects,” Project Management Journal, 44 (2), 67-87.
Jiang, Yi, and Jing Zhao (2014), “Co-Creating Business Value of Information Technology,” Industrial Management & Data Systems, 114 (1), 53-69.
Knoben, Joris, and Leon A.G. Oerlemans (2006), “Proximity and Inter‐Organizational Collaboration: A Literature Review,” International Journal of Management Reviews, 8 (2), 71-89.
Lai, Fujun, Xiaolin Li, and Vincent S. Lai (2013), “Transaction‐Specific Investments, Relational Norms, and ERP Customer Satisfaction: A Mediation Analysis,”Decision Sciences, 44 (4), 679-711.
Lam, Shun Yin, Venkatesh Shankar, M. Krishna Erramilli, and Bvsan Murthy (2004), “Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context,” Journal of the Academy of Marketing Science, 32 (3), 293-311.
Lau, Antonio K.W. (2011), “Supplier and Customer Involvement on New Product Performance: Contextual Factors and an Empirical Test from Manufacturer Perspective,” Industrial Management & Data Systems, 111 (6), 910-942.
Lawrence, Thomas B., Cynthia Hardy, and Nelson Phillips (2002), “Institutional Effects of Interorganizational Collaboration: The Emergence of Proto-Institutions,” Academy of Management Journal, 45 (1), 281-290.
Lee, Seung Chang, Bo Young Pak, and Ho Geun Lee (2003), “Business Value of B2B Electronic Commerce: The Critical Role of Inter-Firm Collaboration,” Electronic Commerce Research and Applications, 2 (4), 350-361.
Leischnig, Alexander, Anja Geigenmueller, and Stefanie Lohmann (2014), “On the Role of Alliance Management Capability, Organizational Compatibility, and Interaction Quality in Interorganizational Technology Transfer,” Journal of Business Research, 67 (6), 1049-1057.
Leroy, Julie, Bernard Cova, and Robert Salle (2013), “Zooming in VS Zooming out on Value Co-Creation: Consequences for BtoB Research,” Industrial Marketing Management, 42 (7), 1102-1111.
Lewin, Jeffrey E. (2009), “Business Customers' Satisfaction: What Happens When Suppliers Downsize?” Industrial Marketing Management, 38 (3), 283-299.
Liang, Huigang, Nilesh Saraf, Qing Hu, and Yajiong Xue (2007), “Assimilation of Enterprise Systems: The Effect of Institutional Pressures and the Mediating Role of Top Management,” Management Information Systems Quarterly, 31 (1), 59-87.
Lin, Chinho, and Hojung Tseng (2006), “Identifying the Pivotal Role of Participation Strategies and Information Technology Application for Supply Chain Excellence,” Industrial Management & Data Systems, 106 (5), 739-756.
Lindell, Michael K., and David J. Whitney (2001), “Accounting for Common Method Variance in Cross-Sectional Research Designs,” Journal of Applied Psychology, 86 (1), 114.
Lundahl, Nicolaus, Fatima Vegholm, and Lars Silver (2009), “Technical and Functional Determinants of Customer Satisfaction in the Bank-SME Relationship,” Managing Service Quality: An International Journal, 19 (5), 581-594.
Marco Lajara, Bartolomé , Francisco García Lillo, and Vicente Sabater Sempere (2003), “Human Resources Management: A Success and Failure Factor in Strategic Alliances,” Employee Relations, 25 (1), 61-80.
Miller, C. Chet, Linda M. Burke, and William H. Glick (1998), “Cognitive Diversity Among Upper-Echelon Executives: Implications for Strategic Decision Processes,” Strategic Management Journal, 19, 39-58.
Nemati, Ali Raza, Khurram Khan, and Moazzam Iftikhar (2010), “Impact of Innovation on Customer Satisfaction and Brand Loyalty: A Study of Mobile Phones Users in Pakistan,” European Journal of Social Sciences, 16 (2), 299-306.
Ngo, Liem Viet, and Aron O'Cass (2013), “Innovation and Business Success: The Mediating Role of Customer Participation,” Journal of Business Research, 66 (8), 1134-1142.
Nunnally, Jum, and Ira Bernstein (1994), Psychometric Theory (3rd Ed.): New York: McGraw Hill.
Nyaga, Gilbert N., Judith M. Whipple, and Daniel F. Lynch (2010), “Examining Supply Chain Relationships: Do Buyer and Supplier Perspectives on Collaborative Relationships Differ?” Journal of Operations Management, 28 (2), 101-114.
O'Cass, Aron , and Liem Viet Ngo (2012), “Creating Superior Customer Value for B2B Firms through Supplier Firm Capabilities,” Industrial Marketing Management, 41 (1), 125-135.
Oliver, Richard L. (1999), “Whence Consumer Loyalty?” Journal of Marketing, 63, 33-44.
Osborn, Richard N., and John Hagedoorn (1997), “The Institutionalization and Evolutionary Dynamics of Interorganizational Alliances and Networks,” The Academy of Management Journal, 40 (2), 261-278.
Park, Jungi, Jungwoo Lee, Hyejung Lee, and Duane Truex (2012), “Exploring the Impact of Communication Effectiveness on Service Quality, Trust and Relationship Commitment in IT Services,” International Journal of Information Management, 32 (5), 459-468.
Park, Jun-Gi, Kijun Park, and Jungwoo Lee (2014a), “A Firm's Post-Adoption Behavior: Loyalty or Switching Costs?” Industrial Management & Data Systems, 114 (2), 258-275.
Park, Jun-Gi, Seyoon Lee, and Jungwoo Lee (2014b), “Communication Effectiveness on IT Service Relationship Quality,” Industrial Management & Data Systems, 114 (2), 321-336.
Phillips, Nelson, Thomas B. Lawrence, and Cynthia Hardy (2000), “Inter‐Organizational Collaboration and the Dynamics of Institutional Fields,” Journal of Management Studies, 37 (1), 23-45.
Pires, Guilherme D., Alison Dean, and Muqqadas Rehman (2015), “Using Service Logic to Redefine Exchange in Terms of Customer and Supplier Participation,” Journal of Business Research, 68 (5), 925-932.
Plank, Richard E., and Stephen J. Newell (2007), “The Effect of Social Conflict on Relationship Loyalty in Business Markets,” Industrial Marketing Management, 36 (1), 59-67.
Podsakoff, Philip M., Scott B. MacKenzie, Jeong-Yeon Lee, and Nathan P. Podsakoff (2003), “Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies,” Journal of Applied Psychology, 88 (5), 879-903.
Powers, Thomas L., Shibin Sheng, and Julie Juan Li (2016), “Provider and Relational Determinants of Customer Solution Performance,” Industrial Marketing Management, 56, 14-23.
Rauyruen, Papassapa, and Kenneth E. Miller (2007), “Relationship Quality as a Predictor of B2B Customer Loyalty,” Journal of Business Research, 60 (1), 21-31.
Rizzo, John R., Robert J. House, and Sidney I. Lirtzman (1970), “Role Conflict and Ambiguity in Complex Organizations,” Administrative Science Quarterly, 15 (2), 150-163.
Sabherwal, Rajiv, Anand Jeyaraj, and Charles Chowa (2006), “Information System Success: Individual and Organizational Determinants,” Management Science, 52 (12), 1849-1864.
Saini, Amit, and Jean L. Johnson (2005), “Organizational Capabilities in E-Commerce: An Empirical Investigation of E-Brokerage Service Providers,” Journal of the Academy of Marketing Science, 33 (3), 360-375.
Salomonson, Nicklas, Annika Åberg, and Jens Allwood (2012), “Communicative Skills That Support Value Creation: A Study of B2B Interactions between Customers and Customer Service Representatives,” Industrial Marketing Management, 41 (1), 145-155.
Sánchez‐Rodríguez, Cristóbal, and Angel Rafael Martínez‐Lorente (2011), “Effect of IT and Quality Management on Performance,” Industrial Management & Data Systems, 111 (6), 830-848.
Sanders, Nada R., and Robert Premus (2005), “Modeling the Relationship between Firm IT Capability, Collaboration, and Performance,” Journal of Business Logistics, 26 (1), 1-23.
Santos, Juliana Bonomi, and Martin Spring (2015), “Are Knowledge Intensive Business Services Really Co-Produced? Overcoming Lack of Customer Participation in KIBS,” Industrial Marketing Management, 50, 85-96.
Sarkar, M. B., Preet S. Aulakh, and S. Tamer Cavusgil (1998), “The Strategic Role of Relational Bonding in Interorganizational Collaborations: An Empirical Study of the Global Construction Industry,” Journal of International Management, 4 (2), 85-107.
Sarkar, M.B., Raj Echambadi, S. Tamer Cavusgil, and Preet S. Aulakh (2001), “The Influence of Complementarity, Compatibility, and Relationship Capital on Alliance Performance,” Journal of the Academy of Marketing Science, 29 (4), 358-373.
Schaarschmidt, Mario, Gianfranco Walsh, Matthias Bertram, and Harald Von Kortzfleisch (2015), “Customer-Induced Interactions and Innovation in Professional Services: The Case of Software Customisation,” International Journal of Innovation Management, 19 (2), Article Number: 1550019.
Sivadas, Eugene, and F. Robert Dwyer (2000), “An Examination of Organizational Factors Influencing New Product Success in Internal and Alliance-Based Processes,” Journal of Marketing, 64 (1), 31-49.
Sobel, Michael E. (1982), “Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models,” Sociological Methodology, 13, 290-312.
Swar, Bobby, Junghoon Moon, Junyoung Oh, and Cheul Rhee (2012), “Determinants of Relationship Quality for IS/IT Outsourcing Success in Public Sector,” Information Systems Frontiers, 14 (2), 457-475.
Swink, Morgan (1999), “Threats to New Product Manufacturability and the Effects of Development Team Integration Processes,” Journal of Operations Management, 17 (6), 691-709.
Thibaut, John W., and Harold H. Kelley (1959), The Social Psychology of Groups, John Wiley, New York.
Tsou, Hung-Tai, and Sheila Hsuan-Yu Hsu (2015), “Performance Effects of Technology–Organization–Environment Openness, Service Co-Production, and Digital-Resource Readiness: The Case of the IT Industry,” International Journal of Information Management, 35 (1), 1-14.
Vargo, Stephen L. , and Robert F. Lusch (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (1), 1-17.
Vargo, Stephen L., and Melissa Archpru Akaka (2009), “Service-Dominant Logic as a Foundation for Service Science: Clarifications,” Service Science, 1 (1), 32-41.
Vargo, Stephen L., and Robert F. Lusch (2008), “Service-Dominant Logic: Continuing the Evolution,” Journal of the Academy of Marketing Science, 36 (1), 1-10.
Wang, Eric T.G., Frank K.Y. Chou, Neil C.A. Lee, and S.Z. Lai (2014), “Can Intrafirm IT Skills Benefit Interfirm Integration and Performance?” Information & Management, 51 (7), 924-938.
Wang, Eric T.G., Jamie Y.T. Chang, Jiunn-Yih J. Jiang, and Gary Klein (2011), “User Advocacy and Information System Project Performance,” International Journal of Project Management, 29 (2), 146-154.
Wang, Yonggui, Jianfeng Wu, and Zhilin Yang (2013), “Customer Participation and Project Performance: The Mediating Role of Knowledge Sharing in the Chinese Telecommunication Service Industry,” Journal of Business-to-Business Marketing, 20 (4), 227-244.
Whitten, Dwayne, and Dorothy Leidner (2006), “Bringing IT Back: An Analysis of the Decision to Backsource or Switch Vendors,” Decision Sciences, 37 (4), 605-621.
Williams, Paul, M. Sajid Khan, Nicholas J. Ashill, and Earl Naumann (2011), “Customer Attitudes of Stayers and Defectors in B2B Services: Are They Really Different?” Industrial Marketing Management, 40 (5), 805-815.
Williamson, Oliver E. (1985), The Economic Institutions of Capitalism, The Free Press.
Wu, Li-Wei, and Jwu-Rong Lin (2013), “Knowledge Sharing and Knowledge Effectiveness: Learning Orientation and Co-Production in the Contingency Model of Tacit Knowledge,” Journal of Business & Industrial Marketing, 28 (8), 672-686.
Yang, Shuiqing (2015), “Understanding B2B Customer Loyalty in the Mobile Telecommunication Industry: A Look at Dedication and Constraint,” Journal of Business & Industrial Marketing, 30 (2), 117-128.
Zeithaml, Valarie A., Leonard L. Berry, and Ananthanarayanan Parasuraman (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, 60 (2), 31-46.