| dc.contributor.advisor | 張愛華<br>洪叔民 | zh_TW |
| dc.contributor.author (Authors) | 林盈汝 | zh_TW |
| dc.creator (作者) | 林盈汝 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:53:01 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:53:01 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:53:01 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0096355038 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29928 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 96355038 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 近年來，在市場導向的發展下，廠商對於顧客的重視程度越來越高，Ramani and Kumar（2008）提出的互動導向則更精確地將分析顧客時的單位降至「個別顧客」之層級。互動導向之所以受到注目，在於當前環境下，廠商所面對的顧客比起以往更加聰明與挑剔，顧客希望廠商提供的產品與服務能充分滿足其需求，因此，廠商需要不斷地製造出更好的商品、以更聰明的手法行銷並且更了解消費者，此時各廠商對於個別顧客需求的掌握程度，將決定彼此在未來的不同發展命運。 本研究將以國內設計服務產業廠商為研究對象，採用Ramani and Kumar（2008）提出的互動導向架構，並加入中介變數組織學習與組織創新，以及調節變數顧客主動接觸的比例進行討論。 本研究結果發現： 1.互動導向將能直接影響組織績效，且進一步比較「互動導向直接對於組織績效所產生之效果」與「互動導向透過組織學習對組織績效所產生之效果」時，前者所能產生的效果明顯優於後者，且「學習導向」將僅變成部分中介變數。 2.組織學習與組織創新確實為存在於互動導向與組織績效間的重要中介變數，研究發現「互動導向」對於「組織學習」確實存在正向影響，且「組織學習」亦將對「組織創新」有正向影響，而「組織創新」又會對於「顧客基礎之關係績效（CBRP）」與「顧客基礎之獲利績效（CBPP）」兩者皆有正向影響，並於最終影響總體組織績效。 3.「顧客主動接觸的比例」為存在於「互動導向」與「組織學習」關係中之調節變數，將產生負向的調節效果。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒 論 1 第一節 研究背景與動機 1 第二節 研究目的與範圍 3 第三節 研究流程 4 第二章 文獻回顧 7 第一節 互動導向 7 第二節 組織學習 11 第三節 組織創新 17 第四節 組織績效 21 第三章 研究方法 24 第一節 研究架構 24 第二節 研究假說推論 25 第三節 研究變項與操作性定義 28 第四節 問卷發展 35 第五節 抽樣設計與資料收集 36 第四章 資料分析 41 第一節 樣本敘述統計分析 41 第二節 信度與效度分析 43 第三節 驗證性因素分析 45 第四節 整體模型的適配度檢定 55 第五節 調節效果之分析 61 第五章 結論與建議 63 第一節 研究與結論 63 第二節 實務意涵 65 第三節 研究貢獻 66 第四節 研究限制 66 第五節 未來研究方向 67 參考文獻 69 附錄 77 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0096355038 | en_US |
| dc.subject (關鍵詞) | 互動導向 | zh_TW |
| dc.subject (關鍵詞) | 組織學習 | zh_TW |
| dc.subject (關鍵詞) | 組織創新 | zh_TW |
| dc.subject (關鍵詞) | 組織績效 | zh_TW |
| dc.subject (關鍵詞) | Interaction Orientation | en_US |
| dc.title (題名) | 顧客互動導向對於組織績效之影響-以設計產業為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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