從動態能力觀點探討台灣旅館績效之實證研究

Exploring Hotel Performance Based on Dynamic Capabilities Perspective:An Empirical Study in Taiwan

陳秀娟(Shiu-Chun Chen)

指導教授 ： 王正華

長榮大學/管理學院/經營管理研究所/博士(2013年)

https://doi.org/10.6833/CJCU.2013.00090

摘要

動態環境中企業競爭優勢稍縱即逝，忽視它的影響可能衝擊企業現有能力、潛在價值與競爭地位，為此本研究從動態能力觀點認為市場導向、全面品質管理及組織學習正是所謂動態能力，是企業因應環境變化能力，當探討其對績效影響可瞭解動態環境中企業競爭優勢來源。但動態環境造成不確定性終將反應在企業績效波動上，瞭解其干擾效果有助於組織建立明確與周全決策。
本研究以台灣房間數達50間以上之一般旅館經理為研究對象，透過電子郵件、郵寄與滾雪球等方式獲致158份有效問卷，有效回收率達20.95%，在結構方程模型分析下，主要研究發現有:(一)研究構念間除市場導向正向影響旅館績效不顯著外，其餘存在顯著正向關係;(二)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; (三)市場導向對旅館績效影響關係間，環境不確定性之干擾不顯著；動態能力旅館，不能忽視環境不確定性之干擾，尤其低環境不確定性干擾組織學習對旅館績效正向影響力高於高環境不確定性。
研究發現於結合實務案例，除提供未來對旅館相關議題有興趣者引文參考外，並就不同程度環境不確定性，一般旅館如何建立動態能力以取得競爭優勢，暨後續地方政府如何協助旅館產業發展之未來施政方向等提出多項建議。

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 ； 環境不確定性

並列摘要

A successful enterprise requires a competitive advantage in a dynamic business environment. Neglecting how the environment influences such an advantage can deteriorate the capabilities, potential values and competitiveness of an enterprise. Therefore, 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. Examining how dynamic capability influences on performance of hotel can elucidate the source of competitive advantage. However, a dynamic environment creates uncertainty, eventually affect performance. Clarifying its moderating effect can help enterprises to make clear and comprehensive decisions.
The research subjects were managers of Taiwan hotels with a capacity of over fifty rooms. A questionnaire survey was performed by E-mail, post and snowball samplings, with 158 valid questionnaires obtained. The valid response rate is 20.95%. Structural equation modeling was then performed. Based on those results, 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.
3. Environmental uncertainty moderates insignificantly the relationship between market orientation and hotel performance. To enhance their performance, hotels with dynamic capability should consider the moderating effect of environmental uncertainty. Specifically, the positive effect of organizational learning on hotel performance is larger in an environment of low uncertainty than in an environment of high uncertainty.
In addition to providing a valuable reference for researchers interested in related topics, results of this study contribute to the efforts of practitioners in creating dynamic capabilities and a competitive advantage, as well as assist local governments in developing the hotel industry in future policy directions.

並列關鍵字

Dynamic capability ； Market orientation ； Total quality management ； Organizational learning ； Hotel performance ； Environmental uncertainty

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