互动导向与企业绩效关系的实证研究

科研管理 ›› 2012, Vol. ›› Issue (8): 25-34.

互动导向与企业绩效关系的实证研究

刘艳彬, 袁平

浙江大学宁波理工学院, 浙江宁波 315100

收稿日期:2011-03-15 修回日期:2011-09-27 出版日期:2012-08-27 发布日期:2012-08-15
基金资助:
国家自然科学基金(71172163):基于共创价值的互动导向、顾客行为与企业绩效的实证研究(2012-2015); 国家自然科学基金(70871111):数据挖掘获取的知识的智能化管理研究(2008-2012); 教育部人文社会科学基金(09YJC630198):服务企业互动导向、战略类型、市场环境与企业绩效关系的实证研究(2009-2012); 浙江省自然科学基金(Y6110693):基于创新生态系统的浙江传统产业集群转型升级研究(2011-2012)。

The relationship between interaction orientation and business performance

Liu Yanbin, Yuan Ping

School of Management, Ningbo Institute of Technology, Zhejiang University, Ningbo 315100, China

Received:2011-03-15 Revised:2011-09-27 Online:2012-08-27 Published:2012-08-15

摘要/Abstract

摘要： 随着企业与顾客之间互动的不断增强,以顾客为中心的时代正在来临,互动导向将成为企业在互动环境下获取持续竞争优势的重要战略选择。本文将市场环境和战略类型两个重要变量引入到互动导向的理论架构中,并以酒店服务业为例,实证检验了互动导向、市场环境、战略类型与企业绩效之间的关系。研究结果表明:互动导向对企业绩效具有显著的正向影响;市场环境对互动导向与企业绩效之间的关系具有部分调节作用;战略类型对互动导向与企业盈利绩效之间的关系具有显著调节作用。研究结论不仅进一步完善了互动导向理论,同时也为服务业互动导向的实施提供了重要的理论依据。

关键词: 互动导向, 市场环境, 战略类型, 企业绩效, 服务业

Abstract: With the increasing opportunities for interactions between firms and customers, the era that customer is placed to the center is coming; interaction orientation will become an important strategic choice for firms to obtain lasting competitive advantage in the interactive environment. Two important variables, market environment and strategy type, are included in the interaction orientation research framework, then the hotel service sector is taken as an example and the relationship among the interaction orientation, market environment, strategy type, and the business performance is examined. The empirical results show that interaction orientation has a significant positive effect on firm performance; market environment has a partial moderate effect on the relationship between interaction orientation and firm performance; and strategy type has a significant moderate effect on the relationship between interaction orientation and profit-firm performance. The conclusions not only enrich and perfect the development of interaction orientation theory, but also provide the theory guidance for the implementation of interaction orientation in the service sector.

Key words: interaction orientation, market environment, strategy type, business performance, service sector

中图分类号:

F713.5

刘艳彬, 袁平. 互动导向与企业绩效关系的实证研究[J]. 科研管理, 2012, (8): 25-34.

Liu Yanbin, Yuan Ping. The relationship between interaction orientation and business performance[J]. Science Research Management, 2012, (8): 25-34.

参考文献

[1] Wang Y.G.(王永贵), Han S.P(韩顺平), Xing J.G.(邢金刚), Yu B. (于斌). Value Oriented Customer Relationship Management Based on Customer Equity:( Conceptual) Framework and Empirical Analysis(基于顾客权益的价值导向型顾客关系管理--理论框架与实证分析) [J]. Journal of Management Sciences in China(管理科学学报), 2005,8(6):27-36.
[2] Janny C.Hoekstra, Peter S.H. Leeflang, and Dick R. Wittink.The Customer Concept: The Basis for a New Marketing Paradigm [J]. Journal of Market-Focused Management, 1999, 4 (1): 43-76.
[3] Manjit S.Yadav,P. Rajan Varadarajan.Understanding Product Migration to the Electronic Marketplace: A Conceptual Framework [J].Journal of Retailing, 2005, 81 (2):125-40.
[4] Roland T.Rust, Christine Moorman, and Gaurav Bhalla. Rethinking Marketing [J].Harvard Business Review, 2010:94-102.
[5] Jeffrey F. Rayport, Bernard J. Jaworski.Best Face Forward [M]. Boston: Harvard Business School Press, 2005.
[6] Jagdish N. Sheth, Rajendra S. Sisodia, and Arun Sharma.The Antecedents and Consequences of Customer-Centric Marketing [J]. Journal of the Academy of Marketing Science, 2000, 28 (1): 55-66.
[7] Girish Ramani, V. Kumar. Interaction Orientation and Firm Performance [J]. Journal of Marketing, 2008, 72:27-45.
[8] A.K. Kohli., B.J. Jaworski., A. Kumar, MARKOR: a measure of market orientation [J]. Journal of Marketing Research, 1993, 30:467-477.
[9] Matsuno, Mentzer. The Effects of Strategy Type on the Market Orientation-Performance Relationship [J]. Journal of Marketing, 2000, 64(4):1-16.
[10] Eric M. Olson, Stanley F. Slater, G. Tomas M. Hult.The Performance Implications of Fit among Business Strategy, Marketing Organization Structure, and Strategic Behavior[J].Journal of Marketing,2005, 69:49-65.
[11] L. Fortuin, Performance Indicators - Why, Where, and How [J]. European Journal of Operational Research, 1998, 34:1-9.
[12] Newell, Frederick.Why CRM Doesn’t Work [M]. Princeton, N.J.: Bloomberg Press, 2003.
[13] C.K. Prahalad, Venkat Ramaswamy. Co-creating unique value with customers [J].Strategy & Leadership, 2004, 32 (3):4-9.
[14] Eugene W. Anderson, Claes Fornell, and Sanal K. Mazvancheryl. Customer Satisfaction and Shareholder Value [J]. Journal of Marketing, 2004(68):172-85.
[15] John E. Hogan, Katherine N. Lemon, and Barak Libai.What Is the True Value of a Lost Customer?[J]. Journal of Service Research, 2003, 5 (3):196-208.
[16] V. Kumar,,J. Andrew Petersen, and Robert P. Leone.The Power of Customer Advocacy. AMA Winter Educators’Conference Proceedings, Vol. 17 (CD-ROM), Chicago: American Marketing Association, 2006:81-82.
[17] A.K. Kohli., B.J. Jaworski, Market orientation: the construct, research propositions, and managerial implications [J]. Journal of Marketing, 1990, 54(2):1-18.
[18] A.K. Kohli., B.J. Jaworski., A. Kumar, MARKOR: a measure of market orientation [J]. Journal of Marketing Research, 1993, 30:467-477.
[19] Xie H.M. (谢洪明). Market Orientation and Organizational Performance: The Effect of Organizational Learning and Environment (市场导向与组织绩效的关系——环境与组织学习的影响) [J]. Nankai Business Review (南开管理评论), 2005, 8(3):47-53.
[20] Zhang X.L.(张雪兰). Environmental Uncertainty, Market Orientation and Corporate Performance: Relationship Reconstruction and Empirical Study from the Perspective of Embeddedness (环境不确定性、市场导向与企业绩效——基于嵌入性视角的关系重构及实证检验) [J].Journal of Zhongnan University of Economics and Law (中南财经政法大学学报), 2007(6):123-128.
[21] Nunnally, JC. Psychometric theory [M]. New York: McGraw-Hill, 1978.
[22] Fornell, C., & Larcker, D. Structural equation models with unobservable variables and measurement error [J]. Journal of Marketing Research, 1981, 18(1): 39-50.
[23] Peters,William S.and Joseph E.Champoux. The Use of Moderated Regressions in Job Redesign Decisions [J]. Decision Sciences, 1979, 10:85-95.
[24] Xiaoping Chen(陈晓萍), Anne S.Tsui(徐淑英), Jingli Fan(樊景立).Empirical Methods in Organization and Management Research(组织与管理研究的实证方法)[M]. Peking University Press(北京大学出版社), 2008.
[25] Slater, S.F., Narver, J.C. Does competitive environment moderate the market orientation- performance relationship? [J]. Journal of Marketing, 1994, 58:46-55.
[26] Zhen W.S. (郑文山), Hu Y.C. (胡杨成). The Impact of Environmental Turbulence on Market Orientation Strategy of Nonprofit Organizations (环境变动对非营利组织市场导向战略的影响研究) [J].Soft Science (软科学), 2010(5):54-59.