資訊科技和行銷能力對實現優質行銷績效的影響

Influence of Information Technology and Marketing Capabilities in Achieving Superior Marketing Performance

許育銘(Yu-Ming Hsu)

指導教授 ： 陳厚銘

國立臺灣大學/管理學院/國際企業學研究所/博士(2022年)

https://doi.org/10.6342/NTU202200673

摘要

本研究探討了外向型資訊科技能力(Externally focused IT capabilities)與內向型資訊科技能力(Internally focused IT capabilities)以及由外而內的行銷能力(Outside-in marketing capabilities)和由內而外的行銷能力(Inside-out marketing capabilities)對顧客績效的直接效果、中介效果和交互作用的影響。 本研究使用從台灣公司收集到的資料進行測試。 結構方程模型 (SEM) 結果表明，除了會直接影響顧客績效外，外向型資訊科技能力(Externally focused IT capabilities)和由外而內的行銷能力(Outside-in marketing capabilities)分別會透過內向型資訊科技能力(Internally focused IT capabilities)和由內而外的行銷能力(Inside-out marketing capabilities)間接影響行銷績效。
此外，在高波動的環境下，本研究發現擁有高由外而內的行銷能力的企業，不僅能顯著提升顧客的優質服務，也能提高企業自身的由內而外的行銷能力；然而，此時企業由內而外的行銷能力並無法顯著提升顧客的優質服務。同時，在高波動的環境下，擁有高外向型資訊科技能力的企業，不僅能顯著提升顧客的優質服務，也能提高企業內向型的資訊科技能力；然而，企業內向型的資訊科技能力並無法顯著提升顧客的優質服務。
另一方面，在低波動的環境下，本研究發現擁有較高由外而內的行銷能力的企業，並無法顯著提升顧客的優質服務，僅能提高企業由內而外的行銷能力；此時，企業由內而外的行銷能力也無法顯著提升顧客的優質服務。本研究也發現，在低波動的環境下，擁有高外向型資訊科技能力的企業，並不能顯著提升顧客的優質服務，但能提高企業的內向型資訊科技能力；然而，此時企業自身的內向型資訊科技能力可以顯著提升顧客的優質服務。最後，本研究發現資訊科技能力與行銷能力兩者的交互作用會顯著提升顧客的優質服務，換言之，企業若能具備資訊科技能力與行銷能力的整合能力可以幫助提升顧客的優質服務。

關鍵字

行銷績效 ； 行銷能力 ； 資訊科技能力 ； 權變因子 ； 環境波動

並列摘要

This study investigates the direct, mediation, moderation, and interacting effects of externally and internally focused information technology (IT) capabilities and outside-in and inside-out marketing capabilities on marketing performance. The relationships are tested using survey data collected from firms in Taiwan. The structural equation modelling (SEM) results show that apart from directly affecting marketing performance, externally focused IT and outside-in marketing capabilities indirectly affect marketing performance through internally focused IT and inside-out marketing capabilities, respectively.
Moreover, environmental turbulence has a significant contingency effect. In high turbulent environments, outside-in marketing capabilities have a stronger effect (vs. inside-out marketing capabilities) on marketing performance. Companies with high outside-in marketing capabilities can not only significantly improve the quality of customer service, but also improve their inside-out marketing capabilities. However, the company's inside-out marketing capabilities have no effect on their marketing performance. Additionally, externally focused IT capabilities have a stronger effect (vs. internally focused IT capabilities) on marketing performance. In a high-turbulence environment, enterprises with high externally focused IT capabilities can not only significantly improve the quality of customer service, but also improve their internally focused IT capabilities; however, the company with internally focused IT capabilities cannot significantly improve the quality of customer service.
This study also found that, in a low-turbulence environment, companies with high outside-in marketing capabilities cannot significantly improve marketing performance, but only improve their inside-out marketing capabilities. Additionally, the company with inside-out marketing capabilities cannot significantly improve marketing performance. In addition, in a low-turbulence environment, companies with high externally focused IT capabilities cannot significantly improve marketing performance, but can improve their internally focused IT capabilities; however, the company's internally focused IT capabilities can significantly improve marketing performance. Finally, the interaction effect of externally focused IT and outside-in marketing capabilities has a significant influence on marketing performance, implying that these two capabilities act as complementary resources for a firm.

並列關鍵字

marketing performance ； marketing capabilities ； IT capabilities ； contextual factors ； environmental turbulence

參考文獻

References

Agostini, L., Nosella, A., Soranzo, B. (2017). Measuring the impact of relational capital on marketing performance in the SME B2B sector: The moderating role of absorptive capacity. Business Process Management Journal, 23(6), 1144-1166. doi: 10.1108/BPMJ-10-2016-0205.

Armstrong, J. S., Overton, T. S. (1977). Estimating Non Response Bias Mail Surveys. Journal of Marketing Research, 14, 396-402. doi: 10.2307/3150783.

Ashrafi, A., Zare Ravasan, A. (2018) How Market Orientation Contributes to Innovation and Market Performance: The Roles of Business Analytics and Flexible IT Infrastructure. Journal of Business Industrial Marketing, 33(7), 970-983. doi: 10.1108/JBIM-05-2017-0109.

Assaker, G., Hallak, R., O’Connor, P., Vinzi, V. E. (2013). Partial Least Squares Path Modelling (PLSPM): A New Direction for Research in Tourism and Hospitality. Journal of Travel and Tourism Research (Online), 13(1-2), 158-179. URL: http://search.proquest.com/docview/1508765275?pq-origsite=gscholar.