|a英文題名:The Effect Of E-Market Orientation And E-Service Quality On Performance –Dynamic Capabilities As A Mediator
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|a指導教授:涂宏任
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|a含參考書目
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|a碩士論文--靜宜大學國際企業學系
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|a科技快速的進步和市場環境的不確定性，企業必須不斷地創造新的策略、產品與特色，若企業能以創新的競爭力更有效率的執行市場導向策略，可維持或創造企業競爭優勢。另外，企業透過網際網路的發展提升其服務品質，藉網際網路提供各項服務以滿足顧客需求，提高顧客滿意度，進而帶動績效的提升。企業可藉由提升E化服務品質以維持其競爭優勢，執行E化市場導向為其優勢策略，並藉由動態能力以因應環境複雜的動態市場。過去對市場導向與動態能力的研究甚多，且過去大部分研究皆從主觀的角度來衡量績效，本研究主要在E化環境中探討E化市場導向、E化服務品質以及動態能力三個變數之間關連性，並檢視此三個變數與企業績效間的關係，而績效將以「主觀面」與「客觀面」的角度檢視。最後研究結果顯示E化市場導向透過動態能力對主觀績效和客觀績效皆呈顯著影響；E化服務品質透過動態能力對主觀績效成不顯著影響，其對客觀績效呈顯著影響。|uBased on technology advance quickly and market environment have uncertainty, companies have to create new strategies, products and features continuously. If companies carry out the strategy of market orientation efficiently by taking advantage of competitiveness of the innovation, companies may maintain or create competitive advantages. In addition, companies can enhance its service quality through the development of the Internet. The provision of services by Internet to meet customer needs to improve customer satisfaction, thereby bringing about performance improvement. So companies can maintain its competitive advantage by enhancing the E-service quality, add E-market orientation as its dominant strategy, and use dynamic abilities to cope with the complex and dynamic market. In the past, many researches were about the relationship of market orientation and dynamic capabilities of the effect to the subjective performance. In this research, we explored the related of E-market orientation, E-service quality and dynamic capabilities, and view the relationship between this three variables and performance. But the view of performance will be "subjective side" and "objective side". The final study results show that the E-market orientation through dynamic capabilities is highly significant effect on subjective performance and objective performance; E-service quality through dynamic capabilities is a non-significant effect on subjective performance, but is a significant effect on objective performance.
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|aThe Effect Of E-Market Orientation And E-Service Quality On Performance –Dynamic Capabilities As A Mediator
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