市場導向與吸收能力對企業績效的影響：顧客知識開發之中介效果與組織忠誠之調節效果

Abstract

本研究目的是將組織忠誠、市場導向、吸收能力、顧客知識開發與企業績效的關係聯繫起來，來探討五者之間的作用機制，希望拓展理論研究領域的同時，對於企業的管理實踐提供具有一定實踐價值的建議。經由文獻整理提出了6個研究假設和理論模型，採用問卷預試，蒐集80份問卷數據進行統計軟體SAS的信度分析，結果證明問卷中五個量表具有可靠性和一致性可用於正式調查。而後，通過正式問卷收集61份高科技業決策者進行敘述性統計分析、信效度分析以及階層迴歸分析。

數據結果顯示，組織忠誠會正向的影響企業績效；同時，我們也發現顧客知識開發對於組織忠誠和企業績效、市場導向和顧客知識開發，兩者的正向關係有中介效果。另外，研究成果也顯示組織忠誠對實現吸收能力和顧客知識開發的正向關係具有調節效果。

最後，本研究進行分析總結的同時，為企業優化經營績效和保持企業內部競爭力提供了理論依據和實踐方向；另外也對於本研究之後的研究工作進行了建議和展望。

This study research goal is to series connection of organizational loyalty, market orientation, absorptive capacity, customer knowledge development and firm performance, discusses the mechanism of action between the five, in order to expand the research at the same time, and provide advice has certain practical value. Through literature, We puts forward 6 research hypothesis and theoretical model, uses the questionnaire forecast small samples, 80 small samples of collected data using SAS statistical software reliability analysis, the results show that the reliability of the questionnaire in five subscales and validity is good, can be used in a formal investigation. And then through the formal questionnaire to collect 61 data from policymaker of technology industry conducted descriptive statistics analysis, reliability analysis, validity analysis and hierarchical regression analysis

The data analysis results show that organizational loyalty can increase firm performance, simultaneously we also observe the mediation effect of customer knowledge development between organizational loyalty, market orientation, and firm performance. In addition, the moderating effect of organizational loyalty on realized absorptive capacity and customer knowledge development.

In the end, we optimization for the firm performance and sustained competitiveness within the enterprise provides the theoretical basis and practical direction; In addition, for future research work is discussed in this paper.