市場導向、關係資本對企業經營績效關係之研究 : 以個案研究公司為例

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Title:	市場導向、關係資本對企業經營績效關係之研究 : 以個案研究公司為例
Other Titles:	Market orientation, relational capital & their effect on corporate performance : a case study of information system company
Authors:	潘宇青;Pan, Yu-ching
Contributors:	淡江大學會計學系碩士在職專班林谷峻;Lin, ku-jun
Keywords:	市場導向;關係資本;經營績效;Market Orientation;Relational Capital;Corporate Performance
Date:	2010
Issue Date:	2010-09-23 16:33:37 (UTC+8)
Abstract:	公司對內資訊掌握，客戶關係維持以及內部溝通協調程度十分重要；為取得訂單，供應商資訊提供，競爭者對顧客產品需求的反應也居關鍵地位。本研究目的探討市場導向與關係資本如何影響經營績效，希望能藉此找出影響個案公司績效之關鍵因素，作為公司資源分配時之參考。論文研究架構中包含「市場導向」、「關係資本」與「經營績效」；其中「市場導向」，包含情報產生、情報傳播、情報反應等三個構面；「關係資本」包括承諾、信任二個構面；以「經營績效」為依變數，經前測取得問卷信、效度後，採用問卷調查方式進行研究。研究結果發現市場導向中的情報產生、情報傳播對經營績效有顯著正向影響。再者，關係資本中的信任與承諾對經營績效也有顯著正向影響。研究建議個案研究公司應鼓勵對外部環境情報的蒐集，如顧客及競爭者情報與供應商與技術等情報，透過環境偵測活動形成市場情報，並充分在企業組織內部溝通討論，強化信任與承諾來達到組織間的工作投入，逐步提昇經營績效。 The company''s internal control of information, customer relationship maintenance & the degree of internal communication & coordination are relatively important; Supplier providing information & competitor response to customer dem& in products also account for the key position to obtain orders. The study aims to explore on how market orientation & relational capital affect business performance, in order to find out the key factors affecting performance of case company which can be used as reference for company in resource allocation. The framework of paper includes "market orientation," "relational capital" & "business performance;" Among which "market orientation" includes aspects in intelligence generation, intelligence dissemination & intelligence response; "relational capital" includes aspects in commitment & trust. "Business performance" is employed as dependent variable, which undergoes tests of reliability & validity using questionnaire survey for research. We discover from the study result that intelligence generation, intelligence dissemination & intelligence response have significantly positive impact on business performance. Moreover, the trust & commitment in relational capital also has significantly positive impact on business performance. The study recommends the company from case study to encourage intelligence collection on external environment, such as intelligence on customer, competitor, supplier, & technology, in addition to thoroughly communicate & discuss within the business organization, in order to strengthen trust & commitment to achieve inter-organizational work commitment & to gradually improve business performance.
Appears in Collections:	[Graduate Institute & Department of Accounting] Thesis

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