市場導向、全面品質管理與旅館績效之研究：組織學習的中介效果

Relationships among Market Orientation, Total Quality Management, and Hotel Performance: Mediating Effects of Organizational Learning

陳寬裕(Kuan-Yu Chen) ； 陳秀娟(Shiu-Chun Chen) ； 蘇儀湄(Yi-Mei Shu)

《休閒產業管理學刊》 9卷1期 (2016/03) Pp. 1-28

https://doi.org/10.6213/JLRIM.2016.9(1)1

摘要

本研究從動態能力觀點，探究市場導向、全面品質管理及組織學習等企業動態能力與旅館績效間的關係。動態能力，是企業因應環境變化能力，透過對台灣房間數達50間以上之一般旅館為研究對象，經問卷調查及結構方程模型分析發現，除市場導向正向影響旅館績效不顯著外，其餘構念間存在顯著正向關係；全面品質管理與組織學習分別在市場導向與組織學習、市場導向或全面品質管理與旅館績效間各具中介效果；市場導向對旅館績效之影響亦受全面品質管理與組織學習中介因子之序列中介影響。

關鍵字

動態能力 ； 市場導向 ； 全面品質管理 ； 組織學習 ； 旅館績效

並列摘要

Based on dynamic capability perspective, this study presents a novel scheme that incorporates market orientation, total quality management, and organizational learning collectively referred to as dynamic capability, and can react to environmental change. The research subjects were managers of Taiwan hotels with a capacity of over fifty rooms. A questionnaire survey and Structural equation modeling was performed. We conclude the following: (1) In addition to the fact that market orientation insignificantly affects hotel performance, other research constructs significantly influence relationship. (2) Total quality management has a mediating effect on the association between market orientation and organizational learning; Organizational learning has a mediating effect on the association between market orientation and hotel performance or between total quality management and hotel performance; Market orientation affects hotel performance, which is mediated by series mediators of TQM and organizational learning.

並列關鍵字

dynamic capability ； market orientation ； total quality management ； organizational learning ； hotel performance

參考文獻

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