行銷能力、服務創新與企業績效之關聯性研究

The Research on the Relationships between Marketing Capability, Service Innovation and Business Performance

石倩瑜(CHIEN-YU SHIN)

指導教授 ： 黃慧玲

長榮大學/管理學院/企業管理學系(所)/碩士(2013年)

https://doi.org/10.6833/CJCU.2013.00171

摘要

服務導向的服務經濟時代來臨，使企業所面對的環境也更加複雜。企業行銷能力與服務創新與企業績效的關聯性，更值得探究。本研究嘗試結合行銷能力與服務創新探討對企業的影響，並分別探討開創型與應用型行銷能力對服務創新的影響，以及服務創新對企業財務面與非財務面績效的影響。以台灣五百大服務業為研究對象，以AMOS統計軟體分析資料，研究發現，開創型行銷能力對企業財務績效和非財務績效均有顯著的正向影響，開創型行銷能力對服務創新有顯著的正向影響，而應用型行銷能力對服務創新的正向影響，則未獲支持；服務創新對企業財務與非財務績效均有顯著的正向影響；服務創新在行銷能力與企業績效之間具有中介效果。

關鍵字

開創型行銷能力 ； 應用型行銷能力 ； 服務創新 ； 企業績效

並列摘要

Corporations are facing the more complicated environment because the service oriented economy is coming. It becomes worth to be discussed about the relationship between marketing capabilities, service innovation and business performance. Thus, this study attempts to explore the impact on the marketing capabilities and service innovation to corporations, and discusses the impact on exploration capabilities and exploitation capabilities to service innovation as well as the impact on service innovation to financial performance and non-financial performance.
The top 500 service company is selected as the sample. This study adopted statistical software- AMOS to analyze collected data. The results show that (1) exploration capabilities significantly positively influence on financial performance and non-financial performance; (2) exploration capabilities significantly positively influence on service innovation, but it does not support that the impact on exploitation capabilities and service innovation; (3) service innovation significantly positively influence on financial performance and non-financial performance; (4) there is a moderated effect on service innovation to marketing capabilities and business performance.

並列關鍵字

Exploration Capabilities ； Exploitation Capabilities ； Service Innovation ； Business Performance

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