B2Cのサービス化における価値共創と顧客行動意図との因果関係モデル －カーシェアリングサービスによる実証研究－

抄録

Servitization in manufacturing does not necessarily succeed. In servitization, companies would not profit from services simply by expanding their services for products. The purpose of servitization is to provide new value to customers, commercialize the results, and establish performance-based service. For a company to achieve good financial results, it is important to elicit loyal customer behavior. Servitization is shifting from transactional business models to ones that establish relationships with customers. Customer values are shifting from value-in-exchange to value-in-use, and value co-creation is an important factor in increasing value-in-use. Successful cases of servitization are concentrated in B2B situations because the relationship with customers has already been established and customer value is easily quantified. By contrast, successful servitization is difficult to realize in B2C situations. This paper proposes that customer delight generated by value co-creation leads to loyal customer behavior that enefits companies. This hypothesis is substantiated through statistical analysis of the results of a survey of car-sharing service users, which is an example of B2C in servitization. The purpose of this study is to present a method for B2C in practice to increase co-creation value in servitization and lead to loyal customer behavior that benefits companies. The method would contribute to the theoretical development of value co-creation and profitability in servitization, which implies that a performance-based service would be effective not only for B2B but also B2C in servitization.