組織服務導向、前因變項與績效表現關係之研究——以國票綜合證券為例

Investigating the Relationships among Business Service Orientation, its Antecedents and Outcome Performance： A Case Study of Waterland Stock Company

企業在高度競爭的市場環境下，其行銷目標在於提供具有差異化、積極主動的服務，以滿足顧客的需求。企業要如何建立差異化的服務作為？本研究認為服務導向為建立獨特競爭優勢之有力工具。因此以服務措施觀點，探討企業內部及競爭環境特性，對於服務導向的影響；以及服務導向，對於員工及公司績效表現之影響。本研究以國票綜合證券公司第一線證券營業人員為研究對象，研究結果發現：第一，競爭環境特性、企業內部環境特性顯著正向影響企業組織的服務導向、第二，企業組織的服務導向顯著正向影響員工服務績效表現、第三，員工服務績效表現顯著正向影響公司績效表現。更進一步地，作者討論某些重要的研究議題，如管理意涵及未來研究方向。 Under circumstance of high competition intensity, offering distinguishes and action-oriented service for consumer satisfaction is the marketing goal of the company. How to build up the distinguish service? Service orientation is an effective tool to build unique competitive advantage. This study constructs a comprehensive basis to examine the influence of the impact from the internal and external of the organization to service orientation and how the service orientation affects the performance of each individual employee and the organization. The research objects is the first line staffs of Waterland stock company. The findings suggested: Firstly, environmental characteristics, company characteristics are positively related to enterprise’s service orientation. Secondly, service orientation is positively related to employee’s service performance. Thirdly, employee’s service performance is positively related to company performance. Furthermore, the authors discuss several important research issues as well as managerial implications and future research avenues.