顧客知覺員工組織認同、顧客組織認同與顧客行為意圖之研究—以市場導向與顧客員工相似性為干擾因素

The Study of Consumer Percept Employee Organizational Identification, Consumer Organizational Identification, and Consumer Behavior─Moderate by Market Orientation and Consumer-Employee Similarity.

劉宜綾(Yi-Ling Liu)

指導教授 ： 林婷鈴

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

顧客的組織認同對於企業發展深具影響，企業欲維持持久性競爭優勢，主要成功的條件端視於企業能否維繫與顧客之間的關係，藉由顧客價值提高的同時，亦使企業獲得利益。過去研究著重於以顧客導向探討廠商與顧客之間的互動關係，專注於回應顧客需求，但若僅重視或過度強調顧客導向反而對於組織有害，相較於此，市場導向強調企業應檢視外部環境，進而整合企業內部活動以適時地回應市場需求。如此，不但有助於讓顧客對企業所提供之產品及服務產生滿意，亦可使企業因創造與維持優越的顧客價值而獲益，然而，針對此議題的相關研究仍然有限。
本研究以某一特定休閒運動商品的消費者，作為實證的對象；由於休閒運動商品多為選購品，故研究對象較易經由其與特定品牌店員的互動，衡量對企業的認同程度，共計有效問卷為218份。實證分析主要是，探討顧客對組織認同感與購買意圖的關係，再則，市場導向與顧客員工相似度對顧客的組織認同感與購買意圖之間的干擾效果。實證結果顯示：顧客的組織認同度與其購買行為具有高度的相關性，進一步探討此關係，本研究發現，顧客行為意圖會受顧客對組織認同程度的影響，且當企業能夠提高顧客對組織認同程度，將使顧客產生再購、口碑傳遞與願意支付行為。其次驗證顧客的組織認同是否會受市場導向─顧客導向、競爭導向、跨功能導向與顧客員工相似度之干擾，而改變顧客的行為意圖。
市場導向對顧客的組織認同與顧客的行為意圖的影響分別為，顧客導向會正向地干擾顧客的組織認同與其購買意圖之間的關係，競爭導向對顧客的組織認同與其購買意圖之間是具有正向干擾效果，但顧客卻會因認知到企業組織間的協調性，而強化顧客的組織認同與其購買意圖之間的正向關係。顧客員工相似度亦會對顧客知覺到員工組織認同與顧客的組織認同產生干擾效果。此研究結果顯示，企業除應強化顧客關係管理外，同時亦需讓顧客認知到企業各部門間，會針對顧客所需或問題進行協調，而使顧客產生再購、口碑傳遞與願意支付的行為。

關鍵字

顧客組織認同 ； 市場導向 ； 顧客行為意圖

並列摘要

Consumer organizational identification plays a crucial role on the company’s development. If enterprise wants to maintain sustainable competitive advantage, it mainly depends on whether enterprise maintains relationships with consumer. While enterprise improves consumer value, enterprise will raise its benefits. In the present study, the interaction between enterprise and consumer focus on customer orientation, and respond to consumer demand. If enterprise only respond excessively to customer demand will be harmful to organization. On the contrary, market orientation emphasizes that enterprise should examine the external environment and integrate its internal activities to market demand. Therefore, market orientation not only helps the consumer's satisfaction with the products and services provided by enterprise, but also makes enterprise benefits from creating and keeping a superior consumer value. However, the related study on this subject is still limited.

This research chose a particular brand of leisure sport of consumer as sample data to investigate. Due to most of leisure brand belong to shopping goods, the subject of this study is apt to interaction with salesclerk to measure the degree of company identification which 218 questionnaires were valid. The mainly of investigated analysis is studying the relationships between consumer organizational identification and intention of behavior. Moreover, the consumer organizational identification and intention of behavior will be moderated by market orientation and consumer-employee similarity. The empirical research shows that consumer organizational identification has highly relevant to purchase intention. Furthermore, consumer organizational identification will directly affect intention of behavior, and when enterprise is able to raise the degree of consumer organizational, it will enhance consumer repurchase intention, word of mouth and willing to pay. Moreover, the reaserch examines if consumer organizational identification will be moderated by consumer-employee similarity and market orientation: consumer orientation, competitive orientation, and interfunctional coordination, which will change consumer behavior.

Market orientation influences consumer organizational identification and intention of behavior. The result can be divided into several parts. In the first part, consumer intention of behavior will immediately moderated by consumer orientation and competitive orientation. Besides, consumer will percept interfunctional coordination in the enterprise, then intensify the effect between consumer organizational identification and purchase behavior. Moreover, consumer-employee similarity will moderate consumer’s perception of employee organizational identification and consumer organizational identification. Results of this research shows that enterprise in addition to strengthen customer relationship management, but allowed consumer to percept that the departments among enterprise will coordinate consumer’s needs and questions to enhance consumer repurchase intention, word of mouth and willing to pay.

並列關鍵字

Consumer Organizational Identification ； Market Orientation ； Consumer Behavior

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