第五章 結論與建議
第四節 後續研究建議
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光，或是以休憩為目的，這時候則較不適用此模型來解釋顧客參與服務流程的價 值創造。
第二，顧客參與的衡量應該依照不同服務屬性而有所改變，本研究雖嘗試發 展出顧客參與的衡量題項，然其不論是在一階模型或是二階模型下皆未達到足夠 良好之適配度，代表顧客參與之意涵尚未能夠被題項所完全解釋。因此建議往後 發展類似之顧客參與題項時，可先對顧客與服務廠商進行焦點團體訪談，以找出 更適合做為衡量之題項。
第三，本研究的價值採用 Zeithaml (1988)所整理出的其中一項價值觀點，是 指顧客能夠從產品或服務所獲得之利益，然另一項價值觀點則認為價值是獲得與 付出之間的比較。當顧客付出過多的時候，可能因此對於服務結果有過高的期望，
而導致收穫不如預期時，產生顧客不滿意。在本研究中僅考慮顧客參與所帶來的 正面利益，而未探討顧客所付出的資源有哪些，因此有使用上之限制。
第四，在服務產業，難以建立普遍適用之模型，通常針對不同之服務類形還 是會有不同的價值差異。本研究參考過去學者的研究，嘗試提出一個整合之模型，
然而仍難以符合所有的情況。如本研究中的產品客製化，其必須針對有最終產品 產出的服務，才有可能提升顧客的獨特性與自我表達價值。
第四節 後續研究建議
本研究之後續建議有三點。其一，本研究探討顧客參與服務流程的價值創造，
其中服務人員扮演重要的互動角色而未在本研究中進行探討。建議後續研究者可 以納入服務人員一併考量，探討其對顧客價值創造的影響為何？另外由於婚紗攝 影業的特性，顧客與其他顧客較無互動，然建議後續研究者可考慮產業情況，探
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討其他顧客對於顧客參與之影響為何？其二，價值的另一觀點是獲得和付出的比 較，顧客的付出是否也可能會降低顧客價值，而造成對顧客滿意度之影響，是後 續研究者可以納入一併討論的議題。其三，本研究較著重在顧客參與服務流程的 價值創造部分，而對於其前因之探討較少。有些學者已對參與前因提出一些看法 (Auh et al., 2007; Dellande et al., 2004)，建議後續研究者也可將之納入顧客參與的 價值創造模型當中。
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