市場導向對企業績效之影響機制－－顧客價值創造能力的策略性角色

Exploring a Missing Link for the Market Orientation Effect on Business Performance: The Strategic Role of Customer Value Creation Capabilities

有鑑於過去關於市場導向對企業績效的直接影響效果之研究結果仍有待進一步釐清，因此本研究旨在透過企業策略程序邏輯下的組織能力觀點來探討市場導向對績效影響效果的中介機制。理論架構系統性地同時以多種顧客價值創造能力為中介變數，以釐清過去研究結果的不一致現象。本研究以台灣證券交易所登載的370 家上市電子業廠商為樣本架構，進行郵寄問卷調查。回收資料透過結構方程模式(SEM)進行分析驗證研究假設。研究結果確認出五個顧客價值創造能力在市場導向對企業績效的影響關係中具有完全中介效果，釐清了市場導向對企業績效的影響機制，同時亦顯示出其對於企業的競爭優勢之影響具有策略性角色。這些顧客價值創造能力包括「品質能力」、「服務能力」、「成本控制能力」、「速度能力」以及「創新能力」。最後，本研究針對實證結果提出研究涵義，並對未來研究方向提出建議。

Due to the fact that the direct effect of market orientation on firm performance reported by prior studies is still equivocal and needs further clarification, this study, through applying the capability-based view (CBV) within the logic of organizational strategy process to construct a theoretical framework, purported to explore and validate the mediating mechanisms between them, thereby proposing a more robust model, which systematically and concurrently utilizes various customer value creation capabilities as mediators to clarify the discordant results of prior research. The questionnaire investigation method was adopted, with a sample drawn from the 370 listed electronics firms of Taiwan Security Exchange (TWSE). The collected data were analyzed to test the hypotheses utilizing Structural Equation Model (SEM). The most important contribution of the empirical result is to identify five distinctive customer value creation capabilities–quality capability, service capability, cost control capability, speed capability, and innovation capability–that fully mediated the effect of market orientation on business performance and simultaneously demonstrated their varied strategic roles for a firm’s competitive advantage, thereby clarifying the mechanism through which market orientation affects business performance. In addition to the implication of the empirical results, the directions for future research on related issues were also suggested.