互动导向与企业绩效关系的实证研究

The relationship between interaction orientation and business performance

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。

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.