1. NCHU Institution Repository
  2. 管理學院
  3. 企業管理學系所
Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/20657
標題: The Effect of Marketing Relationship Capital on Marketing Capabilities-Learning Orientation as A Moderator
行銷關係資本對行銷能力影響之研究－以學習導向為干擾變數
作者: Hong, Chia-Huang
洪嘉璜
關鍵字: 行銷關係資本;marketing relationship capital;行銷能力;組織學習;關係學習;學習導向;marketing capabilities;organizational learning;relationship learning;learning orientation
出版社: 企業管理學系所
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摘要: 
企業擁有能帶來正面價值的內外部關係，其中內含的知識，能為企業增加競爭優勢。本研究欲探討行銷關係資本，將焦點放在企業與員工/夥伴的關係，並且由組織學習與關係學習的相關文獻，討論企業從內外關係中汲取與累積的知識、技術等，是否能發展內外部行銷能力。此外，本研究以學習導向為干擾變數，探討其是否能強化行銷關係資本對行銷能力的正向影響。
本研究目的為：(一)探討企業由組織內部員工取得之行銷關係資本對內外部行銷能力發展的影響；(二)探討企業由組織外部夥伴取得之關係資本對內外部行銷能力發展的影響；(三)探討企業的學習導向對行銷關係資本與行銷能力之干擾作用。
為達成上述目的，本研究以天下雜誌於2005年所出版「天下1000大企業」中的1000大製造業與500大服務業為母群體，以分層抽樣的方式依照企業資本額隨機抽出1000家企業作為施測對象，每家郵寄一份問卷，由高階主管填寫，共回收有效問卷123份，並以此資料進行描述性統計分析、信效度分析、因素分析後，採多元迴歸與階層迴歸來驗證假設。
實證結果發現，行銷關係資本部份能夠正向影響企業於行銷能力的發展，其中信任（企業與員工、夥伴雙方感到信任）這項行銷關係資本內涵，對於內外行銷能力皆有顯著影響。而學習導向對於行銷關係資本與行銷能力之間存在干擾效果，然而經過分群檢測後發現其干擾效果具有正反兩種影響，企業還需強化學習導向落實的程度，不要讓學習導向落為口號，才能使其正向效果得以發揮。
最後，本研究根據分析結果提出研究結論、理論意涵與實務建議、研究限制及未來研究方向。

The goal of the study is to establish a theory model investigating the effect of marketing relationship capital on marketing capabilities, and examine if the learning orientation have the moderating effect on the relationship between marketing relationship capital and marketing capabilities. The object of this research is aimed at the manufacturing and services corporations in Taiwan.
Questionnaires were mailed to companies list on Common wealth magazine Top 1000 in manufacturing industry and Top 500 in services industry. 123 usable samples were collected. Then we confirm the research hypothesis with descriptive statistical, t-test, factor analysis, Pearson correlation analysis, multiple regression and hierarchical regression analysis. We find support for these hypotheses. The results suggest that the marketing relationship capital partially affects the marketing capabilities. Trust could be the most important marketing relationship capital to the manufacturing and services corporations.
Learning orientation has a negative moderating effect of marketing relationship capital and marketing capabilities. We separate the samples into two groups and find that high level of learning orientation has positive moderating effect. Therefore, in order to avoid the negative influence, firms should put learning orientation into practice.
In this study, the conclusion, interpretation of theories, practical suggestions, and limits on research and the directions of future research are based on the result of study.
URI: http://hdl.handle.net/11455/20657
其他識別: U0005-2506200702592900
Appears in Collections:企業管理學系所

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