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http://hdl.handle.net/11455/20753| 標題: | 內部市場導向對外部市場能力與公司績效的影響-以學習導向為調節變數 The impacts of internal market orientation on external market capability and firm's performance: moderating effect of learning orientation |
作者: | 施韋竹 Shih, Wei-Chu |
關鍵字: | internal market orientation;內部市場導向;learning orientation;external market capability;學習導向;外部市場能力 | 出版社: | 企業管理學系所 | 引用: | 一、中文文獻 林震岩(96)。多變量分析-SPSS的操作與應用。台北：智勝文化事業 有限公司。 邱皓政(97)。結構方程模式-LISREL的理論、技術與應用。台北： 雙葉書廊有限公司。 二、英文文獻 Ahmed, P. K., & Rafiq, M. (1993).The scope of internal marketing：defining the boundary between marketing and human resource management. Journal of Marketing Management, 9(3), 219-232. Ahmed, P. K., & Rafiq, M. (2000). Advances in the internal marketing concept: definition, synthesis and extension. Journal of Services Marketing, 14(6), 449-462. Ahmed, P. K., & Rafiq, M. (2003a). Internal marketing issues and challenges. European Journal of Marketing, 37(9), 1177-1186. Ahmed, P. K., & Rafiq, M. & Saad, N. M.(2003b). Internal marketing and the mediating role of organizational competencies . European Journal of Marketing, 37(9), 1221-1241. Amit, R., & Schoemaker, P. J. H. (1993). Strategic assets and organizational rent. Strategic Management Journal, 14(1), 33-46. 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Using organizational culture to design internal marketing strategies. Journal of Services Marketing, 5(1), 35-46. William, G. R. (1998). The retaling of service-a challenging future” , “Journal of retaling. Journal of retaling, 53(3), 85-98. | 摘要: | In the field of service marketing, balancing internal and external market have been a critical management issue in pursuing service quality excellence.The objective of internal market orientation (IMO) is to more effectively facilitate the activities of internal marketing effectively and hence motivate employee to create value for the company through service excellence. However, in the field of the strategic marketing, competence /capability-based view is used to illustrate the implementation of marketing-related activities. Day(1994) proposed the concept of marketing capability (external market capability) that describes the integration of knowledge, skills and physical resources in a company. Through this integrated process, all the marketing input would be transformed into real output. Organizational learning is regarded as a source of sustainable competitive advantage of the company. Furthermore, Organizational learning theory derives the concept of learning orientation to navigate learning activities in company. Reviewing past literatures on external market capability, we find that most researches are limited to conceptual contribution, rarely examine benefits of external market capability that brings to company empirically. This article use Taiwanese service industry data to empirically examine (1)whether executing IMO would aid the development of external market capability？(2) whether learning orientation(LO) plays a role of catalyst in the development of external market capability？(3) whether positive relationship exist between external market capability and company's performance. From the results of this research, we can conclude that (1)IMO definitely contribute to the formation of external market capability (2) LO have enforcing effect on the development of external market capability (3) External market capability simultaneously improve the financial, market and innovative performance of corporation. 在服務行銷研究領域中，平衡內、外部市場已被認為是服務公司追求卓越服務品質的重要管理概念，而內部市場導向概念提出的目的，乃希望能進一步協助服務公司在落實內部行銷活動上更能展現出成效，最終激勵員工致力於提供優越的服務品質來為公司創造價值。此外，在策略行銷領域中，也採用能力觀點來詮釋公司整體行銷活動的執行。Day(1994)率先提出行銷能力(本研究稱之為外部市場能力)概念，說明公司內部的知識、技能與實體資源進行結合，進而形成公司的整合性流程，最終將行銷投入要素轉換成實質產出。組織學習一直以來被許多學者認為是公司享有持續性競爭優勢的來源之一，而組織學習理論也從公司價值觀的角度切入，發展出學習導向概念，冀望透過學習價值觀來引領公司內部整體的學習活動。 回顧過去在外部市場能力相關議題上，大多數研究只停留在概念性的貢獻，甚少採用實證研究檢視外部市場能力對公司帶來的助益。本研究同樣從內、外部市場平衡觀點出發，但不同於過去的研究內容，本研究主要鎖定台灣地區的服務產業，期望透過實證方式來檢視公司落實內部市場導向，是否真能有助於公司整體外部市場能力的發展？此外，本研究納入學習導向概念，討論公司的學習價值觀是否為公司發展外部市場能力的催化劑？並探討公司的外部市場能力，最終能否提升公司的財務、市場、創新績效？ 本研究整體研究結果也顯示內部市場導向的確有助於外部市場能力的發展，且學習導向具有強化外部市場能力形成的作用。公司投入資源於發展外部市場能力，經由實證結果也證明可為公司帶來財務、非財務績效實質效益，且亦能提升服務公司整體的創新績效。 |
URI: | http://hdl.handle.net/11455/20753 | 其他識別: | U0005-1507200814134100 |
| Appears in Collections: | 企業管理學系所 |
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