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    Title: 市場導向文化與內部市場導向對員工市場導向行為與服務績效之影響
    Authors: 洪順慶
    Contributors: 企管系
    Keywords: 市場導向;組織文化;內部市場導向;市場導向行為
    Market orientation;organizational culture;internal market orientation;market-oriented behavior;service marketing
    Date: 2015
    Issue Date: 2017-05-17 15:36:04 (UTC+8)
    Abstract: 在服務經濟時代的來臨,服務業追求服務卓越,甚至製造業亦紛紛服務化或轉型為服務業,服務業是需要與人密切互動的產業,服務價值更需要透過員工的身體力行才能傳遞至顧客手中。台灣企業在今日競爭環境下,要讓市場導向真正能創造服務價值,則需透過內部市場導向這項利器。回顧過去在內部市場導向相關議題上,多數研究只著重在概念性定義的貢獻,甚少採用實證研究檢視內部市場導向對公司帶來的助益。內部市場導向被視為是與外部市場導向相輔相成,內部市場導向有效激勵員工、發揮員工能力經由提供卓越服務為企業創造價值。本研究探討企業經由內部市場導向提升市場導向文化對組織員工行為的塑造與影響,以提升服務績效表現。不同於過去的研究內容,本研究主要鎖定台灣服務產業,期望結合個案研究來檢視市場導向的服務型企業,如何落實內部市場導向,此外,本研究同時採用市場導向的文化和行為論點,納入內部市場導向概念,討論公司的內部市場導向如何在公司市場導向化為具體員工行為過程中的角色。
    In service marketing, balancing internal market orientation (IMO) and market orientation (MO) have been a critical management issue in pursuing service excellence. IMO can be seen as a complementary view to external MO. Through the activities of internal marketing, IMO facilitates effectively to motivate employees to create value for the companies through service excellence. Through this integrated process, service firms that are committed to and invest on MO and IMO will gain competitive advantages through superior service performance. This study attempts to solve the black box problem of mixed findings in the MOperformance link in previous research by using a mixed method design approach; case study and survey research methods will be applied to examine the relationships between MO culture, individual-level market-oriented behavior and service firms’ service performance, and how IMO moderates between culture and individual behavioral outcome.
    Relation: MOST 103-2410-H-004-114
    Data Type: report
    Appears in Collections:[Department of Business Administation ] NSC Projects

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