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題名：以公司觀點探討企業與顧客共創價值之研究
作者：黃玲珠
作者(外文)：Ling-Chu Huang
校院名稱：國立東華大學
系所名稱：企業管理學系
指導教授：池文海
學位類別：博士
出版日期：2016
主題關鍵詞：服務主導邏輯；市場導向；組織學習；創新性；創新能力；體制壓力；互動導向；組織績效；Service-Dominant Logic；Market Orientation；Organizational Learning；Innovativeness；Innovative Capacity；Institutional Pressure；Interaction Orientation；Organizational Performance
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本研究運用服務主導邏輯之價值創造觀點探討企業與顧客共創價值，主要以創新能力連結市場面向、顧客面向及公司績效，進一步建構組織文化（市場導向、組織學習及創新性）、顧客關係（體制壓力及互動導向）、跨界角色（創新能力）與組織績效間的關係，除調查服務經濟成效並對服務業的創新活動提出重要看法，以檢測模型。本研究建立模型探討市場導向、組織學習、創新性、創新能力、體制壓力、互動導向與組織績效間的關係，根據臺灣225家標竿服務業實證結果發現：第一，市場面向包含市場導向、組織學習及創新性等組織文化因子，其中市場導向對創新活動結果沒有顯著影響，組織學習分別對創新性與創新能力有顯著正向影響，且創新性對創新能力有顯著正向影響；第二，顧客面向包含體制壓力與互動導向兩顧客關係因子，其中創新能力分別對體制壓力、互動導向與組織績效有顯著正向影響，且體制壓力對互動導向有顯著正向影響，而體制壓力對組織績效沒有顯著影響，互動導向對組織績效有顯著正向影響；第三，互動導向在體制壓力與組織績效間具有完全中介效果；第四，影響組織績效的效果主要為創新能力、互動導向次之。
This study highlights the Service-Dominant Logic (S-DL) of value creation perspective to discuss co-creation of value for firm and customer. Spanning-role of innovative capacity connects with firm-aspect, customer-aspect, and firm performance. The perspective indicates the relationship of organizational culture (market orientation, learning orientation, and innovativeness), customer relationship (institutional pressure and interaction orientation), and organizational performance. The study investigates the effects of services economy and emphasizes the innovation activities in services. The model proposed in this study examines the relationships among market orientation, organizational learning, innovativeness, innovative capacity, institutional pressure, interaction orientation, and organizational performance. This study presents empirical results from 225 samples of service industry in Taiwan. The firm-aspect of organizational culture factors include market orientation, organizational learning, and innovativeness. Market orientation has not significant effect on innovation activities. Organizational learning has significant and positive effect on innovativeness and innovative capacity, respectively. In turn, innovativeness has significant and positive effect on innovative capacity. Customer-aspect of customer relationship factors include institutional pressure and interaction orientation. Innovative capacity has significant and positive effect on institutional pressure, interaction orientation and organizational performance, respectively. Institutional pressure has significant and positive effect on interaction orientation. However, institutional pressure has not significant effect on organizational performance. Interaction orientation has significant and positive effect on organizational performance. Interaction orientation is the complete mediator between institutional pressure and organizational performance. The rank order effects on organizational performance are innovative capacity and interaction orientation, respectively.
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