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    Title: 市場導向的前因與後果之研究:社會資本的干擾效果
    Authors: 湯大緯
    Contributors: 管理學院;休閒與遊憩管理學系
    Keywords: 市場導向;社會資本;服務創新;顧客價值;Market Orientation;Social Capital;Service Innovation;Customer values
    Date: 2012
    Issue Date: 2013-07-18 15:34:03 (UTC+8)
    Abstract: 本研究整合需求基礎理論與資源基礎理論,以探討顧客需求對於市場導向的影響。市場導向對於服務相關能力以及顧客價值的影響,進而提升組織績效的過程。此外,本研究也探討內外部社會資本對市場導向和服務相關能力的干擾效果。 為此,本研究擬進行兩階段研究。第一階段就整理相關理論後,以旅館為樣本進行縱貫式資料的蒐集,以顧客需求型態如何影響旅館對於預應與回應市場導向的選擇。本階段希望透過對於顧客需求型態對預應與回應市場導向之影響的瞭解,探討顧客需求型態在促進旅館對於預應與回應市場導向選擇過程中所扮演的關鍵角色。第二階段,延續縱貫式資料的蒐集,並探討市場導向對於服務相關能力以及顧客價值的影響,進而提升組織績效的過程。本研究希望藉助這兩階段的研究,至少達到下列貢獻:深入剖析並揭露市場導向的前因與後果機制,並整合資源基礎觀點與需求基礎觀點探討社會資本在此過程中的角色。

    Integrating need-based perspective and resource-based perspective, this study examines the influence of market orientation on organizational performance through service-related capabilities and customer values. This study also explores the effect of social capital on the relationships between market orientation and service-related capabilities. According to the aforementioned purposes, this research will proceed in two stages. The first stage includes literature review and longitudinal data collection from hotels to explore how customer needs influence the market orientation of hotels. The second stage will focuses on investigate the effect of market orientation on organizational performance with longitudinal data. The contributions of this study conduct with two stage researches will further explore the antecedents and consequences of market orientation, and integrate with need-based perspective and resource-based perspective to explore the role of social capital in this process.
    Appears in Collections:[Department of Leisure and Recreation Management] Ministry of Science and Technology Research Project

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