顧客導向策略對顧客整合能力的影響關係實證研究－以臺灣資訊產業為例

The effect of customer orientation strategy on customer integration capability: evidence from the information industry in Taiwan

吳慶德(Chin-Te Wu)

指導教授 ： 張世佳

國立臺北商業大學/管理學院/企業管理系碩士班/碩士(2017年)

摘要

本研究從顧客對顧客(B to B; Business to Business)的觀點，建構顧客導向策略對顧客整合程度影響關係的研究架構與假設；其中，顧客導向策略的組成構面包括：顧客需求導向、顧客忠誠度提升導向、研發人才及設備專屬投資與製程設備專屬投資；而顧客整合能力構面則包括：資訊分享、顧客參與新產品開發、顧客參與製程決策及流程同步；本研究以臺灣資訊產業122家製造商為實證對象，研究結果顯示不同的顧客導向策略構面對顧客整合能力有不同的顯著正面影響作用。

關鍵字

顧客導向策略 ； 顧客整合能力

並列摘要

This research is to investigate the effect of customer orientation strategy on customer integration based on the information industry manufacturers. According to literature review, this research construct the hypotheses regarding one to one relation between the dimensions of customer orientation strategy and customer integration capability. In addition, customer orientation strategy is comprised of customer need orientation, customer royalty improvement orientation, R &D specificity, and process specificity. Also, customer integration includes the dimensions of information sharing, customer participating NPD, customer participating process decisions, and process synchronization. Our findings could serve as guide lines for firms in developing their customer orientation strategy. Specifically, firms should invest resources and time to development a set of customer integration capability to fit into their customer orientation strategy.

並列關鍵字

customer orientation strategy ； customer integration capability

參考文獻

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