Co-Production in Service-Dominant Logic: Antecedents and Consequences

This study draws upon asset specificity, quality of customer interaction, decision-making uncertainty, relational benefits, and share of wallet to develop an integrated model of co-production to investigate the antecedents and consequences of co-production. The study involves collecting and analyzing 406 questionnaires from customers in the investment services industry in Taiwan. Moreover, the hypothesized relationships in the model were tested by using a structural equation model. The results indicate that asset specificity, quality of customer interaction, and decision-making uncertainty positively affect co-production, while co-production affects special treatment as well as social and confidence benefits, such as increased share of wallet.