顧客導向對服務導向、服務能力與組織績效關係之研究 －以中小型服務業為例

The Effect of Customer Orientation through Service Orientation and Service Capability on Performance in Small and Median Service Industry

宋昱廷(Yu-Ting Sung)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2008年)

摘要

台灣服務業大多屬於中小企業，規模較小，壽命較短，管理能力與經驗較差，面對新世代的環境變遷與產業競爭，經營管理上的改革與創新已是勢在必行的趨勢。部份顧客導向與績效的研究一再顯示出中介變數存在的可能性，過去結合顧客導向與核心能力的研究很少，而加入服務要素相關構面來進行探討的研究則又更少，因此本研究透過文獻彙整與專家學者的意見，建立本研究架構與衡量變數，以中小企業處企業志工為研究對象，共發出400份問卷，有效問卷為273，並利用線性結構方程式模型LISREL8.72做為分析工具，試圖以服務導向、服務品質能力與服務流程能力為中介變數，解釋顧客導向與績效之間的關係。研究結果服務導向能強化顧客導向所產生的效果，同時服務導向亦能促進服務品質能力與服務流程能力與組織績效之間的作用關係，證明服務導向、服務品質能力與服務流程能力皆為有效傳導顧客導向的強力中介變數，對於組織績效間具有明確且重要的互動關係，本研究提供後續服務管理的新研究方向，也提供企業界改善服務品質與服務效率進而提升組織績效的參考依據。

關鍵字

顧客導向 ； 服務導向 ； 服務能力 ； 組織績效

並列摘要

Many service industries in Taiwan are small and median industries which have small scale, short lifetime, poor managerial ability and experience. The revolution and innovation of business management are already imperative to face new environmental changes and industrial competition. There is possibility of intervening variables in partial researches about customer orientation and performance. There are few researches which combine customer orientation with core capabilities, and fewer which connect relative service variables. Hence the research structure and measure variables are built by reference and specialist opinions. This research took volunteers of SMEA to be investigative samples. The 273 ones of total 400 questionnaires are effective and LISREL8.72 is the main analytic tool. We tried to explain the relationship between customer orientation and performance by using service orientation, service quality capability and service process capability to be intervening variables. The conclusion is that service orientation reinforces use of customer orientation and improves the relationship between service quality capability, service process capability and organizational performance. It also affirms all intervening variables are influential in helping customer orientation works with organization performance clearly. Beside it provides a new research direction of service management and a basis for improving service quality and efficiency in the industry.

並列關鍵字

Customer Orientation ； Service Orientation ； Service Capability ； Organizational Performance

參考文獻

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