- 學位論文
市場導向與企業網絡對旅館績效的影響
The influence of market orientation on hotels performance: The role of business network
摘要
在現今的社會當中，人際關係是一個非常重要的課題。若將此關係延伸到企業之中，就是組織與組織之間的交際，也就是企業網絡，更能影響到一個企業的發展。本研究從社會資本的觀點，探討企業網絡與市場導向對旅館組織績效的影響。企業若要永續生存，發展網絡是必要的，透過網絡，企業可能得到有利資源或訊息，才能進而創造出市場競爭力。由此可知，企業網絡在企業中扮演非常重要的角色。 長期以來，台灣的中小企業對於台灣的經濟發展佔據著重要的地位，而一般旅館也多屬於中小型企業，因此，本研究欲以台灣的一般旅館業為研究主體，探討市場導向、組織績效與企業網絡三者之間的關係。故本研究採用問卷調查法，問卷受測者為旅館的高階經理人或旅館負責人。研究結果發現旅館的市場導向與企業網絡皆對組織績效產生正向顯著的影響；過去的文獻也發現企業網絡對市場導向與對組織績效是有影響的，而本研究發現，企業網絡在市場導向對組織績效的影響過程為負向調節，故企業網絡會減弱市場導向對組織績效的影響。因此，旅館會過度重視因發展企業網絡所獲得的利益，而減弱發展市場導向對組織績效的提升效果。
並列摘要
In today's societies, interpersonal relationship is a very important issue. If this relationship extends to the enterprise, it is so-called corporate networks, which has an impact on the development of an enterprise. From the perspective of social capital, the study examined the impact of corporate networks and market-oriented on hotel performance. In order to maintain sustainable in a competitive market, companies must develop its networks. Thus, it can be seen, the corporate networks of the enterprise is to play such an important role. Small and medium enterprises in Taiwan play an important role for Taiwan's economic development. In Taiwan, general hotels are mostly small and medium enterprises. Therefore, the scope of the study is the general hotel industry in Taiwan. Survey questionnaires were administered to owners or senior managers of the selected hotels. Results found that market orientation and corporate networks have a significantly positive impact on hotel performance. However, the study also found that corporate networks plays a negative regulatory role in the impact of market orientation on hotel performance. In other words, corporate networks would weaken the influence of market orientation on hotel performance. Such results may due to excessive emphasis on the benefits derived from the development of the corporate networks, while weakening the effect of market orientation on hotel performance.
參考文獻
延伸閱讀
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