運用整合分析法探討顧客導向前因與後果變數

A Meta-analysis of Antecedences and Consequences of Customer Orientation

葉英斌(Ying-Pin Yeh) ； 楊惠文(Hui-Wen Yang)

《育達科大學報》 30期 (2012/03) Pp. 157-179

https://doi.org/10.7074/YDAJB.201203.0157

摘要

近年來企業受到產業競爭的激烈，以生產導向模式已面臨嚴峻的挑戰，企業只有轉型為顧客導向，才能永續經營。顧客導向正是以滿足顧客需求所設計之交易方式。由於顧客導向受到企業的重視，使得與顧客導向相關的研究有增加的趨勢，並且累積了相當多的研究，有必要加以整合分析。因此，本研究運用整合分析（Meta-Analysis）之方法，整理國內外顧客導向之相關研究，以釐清顧客導向及其構面與各相關變項之關係，作為企業進行內部行銷之改善基礎。研究結果顯示各不同行業皆有使用顧客導向之行為，包括服務業、製造業等，並深入了解變數間關聯性與關係強弱，本研究運用Meta-analysis方法得出前因變數之效果量以情緒勞務負荷最高，其次為領導風格、工作滿意度、與同意性。而後果變項的效果量以服務品質最高，其次為銷售績效、組織公民行為、與顧客滿意。此研究結果可作為企業改善員工顧客導向作為之參考。

關鍵字

顧客導向 ； 整合分析 ； 內部行銷

並列摘要

In recent years, the production-oriented business model has faced seriously challenges. Business must take a customer-oriented approach to maintain sustainable development. Customer orientation is the guiding principle in order to meet customers' demand. The businesses pay attention to customer-oriented in recent years, and customer-oriented researches have been increasing. This study integrates related researches to identify the antecedences and consequences of customer orientation, with the aim to provide insights to improve the operations of internal marketing. The results show that different industries including services, manufactures, have applied different methods to explore antecedences and consequences of customer orientation. This study applied meta-analysis to verify the effects of antecedences and consequences of customer orientation. The effect of the emotional labor load is the strongest among all antecedence, followed by leadership style, job satisfaction, and agreeability. On the other hand, the strongest effect of consequences is service quality, followed by sales performance, organizational citizenship behavior, and customer satisfaction. The results can help improve the employee's customer oriented behavior.

並列關鍵字

Customer orientation ； meta-analysis ； internal marketing

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