| 摘要: | 由於經濟的成長與衰退、競爭的密集、全球化、併購及科技進步所帶來產品的快速推陳出新，使企業面臨經營上的困境。為了克服這種困境，企業採用競爭者導向─市場導向，來解決問題。儘管市場導向的研究肯定其對顧客滿意度有正向影響。但是這些研究大都是從企業端的觀點出發，僅有非常少的研究是從顧客端的觀點出發，而且幾乎沒有研究是檢視服務氣候對市場導向和顧客滿意度的影響。因此，本研究以大樣本檢視何種水準的服務氣候會影響市場導向對顧客滿意度之關係。
經使用階層廻歸分析檢定1,005個來自北台灣便利商店的顧客樣本。研究結果顯示，市場導向對顧客滿意度有顯著的正向效果。同時，服務氣候干擾市場導向和顧客滿意度的關係：即當服務氣候是高水準時，會加強市場導向對顧客滿意度的正向效果。
Dynamism in business environments caused by economic slowdown or growth, competitive intensity, globalization, mergers and acquisitions, and rapid-fire product and technological innovations makes firms with troubles in business. In order to overcome this kind of troubles, firms adopt market orientation. Although the vast majority of research has demonstrated the effect of market orientation on customer satisfaction, relatively few studies have investigated the effect from firm's perspectives rather than customer's perspectives. Besides, little study investigates the moderated effect of service climate on the relationship between market orientation and customer satisfaction. Therefore, we conduct a research to exam the relationship of market orientation, service climate and customer satisfaction.
Samples are taken from convince stores on the north of Taiwan. Hierarchical regression analysis of data from 1005 respondents are used to test the hypotheses. The results show that market orientation has a significantly positive impact on customer satisfaction, and service climate moderates the relationship between market orientation and customer satisfaction; such that, this relationship between market orientation and customer satisfaction will be stronger as higher levels of service climate. |
