內外關係資本對行銷能力的影響－－學習導向為干擾變數

The Effect of Internal/External Relationship Capital on Marketing Capability: Learning Orientation as a Moderator

組織透過與內部員工及外部夥伴建立關係所累積的內外部關係資本，除了可視為組織獲取資源的管道，亦可視為組織建置能力的動態性資產；亦即，透過關係資本所產生的持續互動之動態特性，可提昇組織行銷能力的建置。本研究從關係資本的動態特性探討關係資本對行銷能力的影響，並納入學習導向的構念作為提昇關係資本對行銷能力影響的干擾角色。本研究採用郵寄問卷，以台灣500大製造業與服務業作為調查對象，有效回收問卷123份，回收率為12.30%。實證結果發現，「關係資本」對「行銷能力」具有正面影響，表示組織與內部員工的良好關係，會藉由組織內部關係資本的累積，提昇組織內部行動的效率與學習的效果，並影響組織的行銷能力；同樣地，組織與外部夥伴的良好關係，亦會透過組織外部關係資本的累積，提昇彼此分享的意願與活動執行的效率，進而提昇組織的行銷能力。此外，「學習導向」亦會干擾「關係資本」對「行銷能力」的影響效果，顯示組織雖有管道獲取資訊，但仍須質疑、重組既有資訊，甚至具有放棄資訊的態度，才會真正提昇組織的行銷能力。最後，本研究除提出重要的管理意涵外，並提出未來研究的方向。

In addition to being a conduit for acquiring resources, the internal and external relationship capital, accumulated from employees and partners, can be seen as the dynamic assets for building organization capability. This asset is characterized as dynamic continuing interaction and facilitates to build the organizational marketing capability. This study attempts to examine the effect of relationship capital on marketing capability and investigates how the learning orientation can moderate the relationship between relationship capital and marketing capability. The authors test the hypotheses based on a mail survey targeting the top 500 manufacturing and service industries in Taiwan. A total of 123 survey instruments were returned, for an effective response rate of 12.30%. The results support the hypotheses, which posit that relationship capital is positively related to marketing capability. Moreover, the findings also support the authors' argument that the effect of relationship capital on marketing capability is strengthened by learning orientation. The authors also discuss theoretical and managerial implications of their findings, as well as suggestions for future research.