服務創業家導向與能力對企業績效之影響

The Effects between Service Entrepreneur Orientation, Capability, and Business Performance

侯晨恩(Chen-En Hou)

指導教授 ： 黃慧玲

長榮大學/管理學院/企業管理學系(所)/碩士(2014年)

https://doi.org/10.6833/CJCU.2014.00099

摘要

服務業正面對變動的市場，而在服務業當中，服務創業家導向被認為是企業最重要的資產之一，其代表特質為：積極、冒險、創新，以及與顧客共創價值。這些創業家特質容易反映在企業經理人採用行銷以及創新策略的過程中，企業的行銷能力與創新能力必須被導入來協助經理人執行類似的行銷與創新策略。
雖然我們清楚服務創業家導向對於企業達到更高的績效來說相當重要，但針對服務創業家導向透過不同能力影響企業績效的相關研究結果仍無法達成一致。本研究的目的是要檢驗服務創業家導向與行銷能力、服務創新能力，以及企業績效間的關係。為此，本研究發展了一個研究模型用以檢驗所揭示構面之關係。
本研究針對台灣500大服務業廠商發出問卷調查，企業在創業服務特質上的程度，分別對企業的行銷能力與服務創新兩種能力，有何影響，並檢測這兩種能力對企業績效的影響。本研究發現服務創業家導向會對於行銷能力以及企業績效有正向影響，且服務創新能力以及行銷能力對企業績效亦有正向影響。最後，我們會討論本研究之學術及管理意涵並提供未來可能的研究方向。

關鍵字

服務創業家導向 ； 行銷能力 ； 服務創新能力 ； 企業績效

並列摘要

The service industry is facing a turbulent market nowadays. Service entrepreneur orientation has been regarded as one of the critical assets for a business. Service entrepreneurs exhibit characteristics of pro-activeness, innovation, risk taking, and co-create value with customers; these characteristics will be reflected in the marketing strategy and the innovation strategy that is adopted. When businesses apply marketing and innovation strategies they must apply business capabilities such as marketing capability and service innovation capability to perform the task.
Even with acknowledgement of service entrepreneur orientation being important to businesses to achieve higher performances, there is still lacking of consistent results when attempting to explore the role of capabilities on the relationship between entrepreneur and business performance within the confines of the service industry in general. The purpose of this research is to examine the relationships of the service entrepreneur orientation-marketing capabilities and service innovation capability- business performance. A research model has been developed to access the examination.
A survey of top 500 Taiwanese service firms was conducted to evaluate whether service entrepreneurship within companies have positive effects on business capabilities. These effects are analyzed both alone and with the effect of business capabilities that positively influence business performance. The result shows that service entrepreneur orientation will positively affect marketing capability and service innovation capability, while marketing capability and service innovation capability have a positive effect on business performance. Finally, meaningful implications and future directions will also be proposed and discussed.

並列關鍵字

Service entrepreneur orientation ； Marketing capability ； Service innovation capability ； Business performance.

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