市場導向與企業績效:顧客關係管理技術與客製化之調節效果

Market Orientation and Business Performance: the Moderating Effect of CRM Technology and Customization

傅馨儀(Hsing-Yi Fu)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

連結市場導向與企業績效關係的探討向來是行銷管理上的重要議題，以往已有相當多的相關研究。儘管，市場導向會正向影響企業績效一直是主流的觀點，然而，整合分析結果顯示，市場導向與企業績效關係並不強。依此，學者認為未來的相關研究應專注於探討兩者可能的調節因素。本研究即著力於此—探討顧客關係管理技術與客製化如何調節市場導向-企業績效之關係。
本篇論文採設計量表的方式，以問卷調查法蒐集資料，研究對象為服務產業，有效樣本為187份，量表之信效度使用驗證性因素分析進行評估，並以層級迴歸分析進行假說檢定。分析結果顯示：(1)顧客關係管理技術對市場導向與企業績效關係有顯著的正向調節效果；(2)客製化對市場導向與企業績效關係並無顯著的正向調節效果；(3)進一步探討顧客關係管理技術內容之調節效果，發現其中銷售支援功能和分析支援功能對市場導向與企業績效關係具有顯著的正向調節效果。
研究結果顯示，企業運用顧客關係管理技術上的程度越高確實能正向影響市場導向與企業績效關係，亦即投資在顧客關係管理技術的運用應能幫助市場導向型的企業有效提升其企業績效，且在在進一步深入討論顧客關係技術的內容中，顯示其中銷售支援功能和分析支援功能對市場導向與企業績效有顯著強化效果，應為主要能提升顧客價值的部分，因此企業在考慮導入顧客關係管理技術時，可優先採用此相關的技術；此外，對相當重視市場導向的服務業而言，客製化程度愈高對於市場導向與企業績效關係則無明顯的強化效果。

關鍵字

市場導向 ； 企業績效 ； 顧客關係管理技術 ； 客製化

並列摘要

Linking market-oriented relationship with business performance has been an important issue in marketing management. A large number of studies have contributed to the examination of the market orientation-performance relationship; however, the meta-analytical reviews indicate that the relationship is weak. Therefore, scholars believe that future research should focus on exploring the possible moderators between the two. This study is focus on this - to explore how CRM technology and customization moderate the relationship between market-oriented and business performance.
This study used designed scale, and collected data by Questionnaire. The study object is service industry, and valid sample size is 187. Validity and reliability of scale are estimated by confirmatory factor analysis, and hypothesis is tested by hierarchy regression analysis. The analysis results show: (1) CRM technology has a significant positive effect of moderate between market oriented and business performance; (2) Customization has a non-significant positive effect of moderate between market oriented and business performance; (3) To further explore the moderate effect about the content of CRM technology, the results show that the functions of sales support and analysis support have a significant positive effect of moderate between market oriented and business performance.
Based on the results of this study, the positive effect of market-oriented and business performance increases with the degree of CRM technology business used. It means that investment in CRM technology should be able to help market-oriented business to enhance their business performance effectively. To further explore the content of CRM technology, the functions of sales support and analysis support should be the main part of CRM technology to enhance the customer value. Therefore, when business consider to introduce CRM technology, they can use the related technology priority. In addition, to service industry which emphasis on market oriented, it has no distinct enhance effect with the higher degree of customization.

並列關鍵字

market orientation ； business performance ； CRM technology ； customization

參考文獻

Hoffecker, J., and Goldenbery, C. (1994). Using the Balanced Scorecard to Develop Companywide Performance Measures. Cost Management, 8(3), 5-47.

Anderson, J. C. and Gerbing, D. W. (1988). Structure Equation Modeling in Practice：A Review and Recommend Two-Step Approach. Psychological Bulletin, 103(3), 411-423.

Anderson, P. F. (1982). Marketing Strategic Planning and The Theory of the Firm. Journal of Marketing, 46(1), 15-26.

Anil, B. (1999). Customer Relationship Management, 1st ed. U.S.A.; Don Hull.

Bagozzi, R. P. and Yi, Y. (1988). On the Evaluation Structural Equation Models. Journal of the Academic of Marketing Science, 16(1), 74-94.