服務主導邏輯是一個藉由一個人的能力(知識和技能)來創造對其他人有好處的一個過程。知識在服務主導邏輯中所扮演的角色日趨重要，因此組織在服務主導邏輯中對於知識的獲取也日益重視。因為知識在這種服務主導的邏輯中可以為組織帶來競爭優勢、成長和財富。所以在這個多變的時代如何將具有特殊知識和能力的顧客融入企業的價值創造流程中對於各個企業來說是很重要的議題。本研究主要是聚焦在以對話為基礎的共同創作是否能夠為顧客及組織在顧客的自我效能提升和對於參與共同創造價值過程的滿意度上有所提升，進而影響消費者的行為意圖。 過去相關的研究大多聚焦在如何透過服務協作來從顧客身上萃取其知識和經驗、要求顧客加入價值創造的流程，卻往往都忽略了如何與顧客互動。然而，促成顧客和組織合作的關鍵因素是互動。互動式的合作關係是指將企業與顧客兩個不同目的、不同流程的個體密切整合。因此，互動可以被視為互動的群體互相涉入對方流程的一個情境，而這個情境可以被視為一個以對話為基礎的流程。因此，本研究將探討以互動為基礎的觀點，探討顧客參與對話共同創作是否對於顧客的自我效能和對於共同創作過程的滿意度有所提升進而影響顧客的幸福感。; Service-dominant logic is the process that makes use of one’s competences (knowledge and skills) for the benefit of another party. Knowledge now plays an important role in the new service-dominant logic; knowledge also becomes the fundamental part of firms’ competitive advantage, economic growth and wealth. How to involve knowledgeable and skillful customers in the process of value co-creation is an important issue in this dynamic era. The literature has focus on how dialogical co-creation benefit customers and the firm through enhance customers’ self-efficacy and satisfaction with co-creation process. This study explore how dialogical co-creation entails the process that increase customers’ happiness and well-being in addition to their behavioral intention Past studies focused on exploiting knowledge from customers in service collaboration. However, interaction between customers and the firm is the core element to make dialogical co-creation possible. Interactions refer to the situation in which interacting parties are involved in each other’s practices, which can be seen as a dialogical process. Therefore, in this study, we examined whether the interaction-based dialogical co-creation will increase customers’ self-efficacy and their satisfaction with co-creation process and then influence their happiness.
