台湾中小企业服务品质对行销绩效影响之研究——以市场导向与关系品质为干扰变项

The Effect of Service Quality on Marketing Performance of SME's-Using Marketing Orientation and Relationship Quality as the Moderate

以台湾中小企业为研究对象,探讨服务品质对行销绩效之影响,同时也试图厘清市场导向与关系品质在服务品质对行销绩效之影响的干扰效果,并提出企业服务品质、市场导向、关系品质与行销绩效的理论模型。研究发现:服务品质对中小企业行销绩效具显着正向影响;市场导向对中小企业行销绩效具显着正向影响;关系品质对中小企业行销绩效具显着正向影响;市场导向对服务品质与行销绩效具正向干扰效果;关系品质对服务品质与行销绩效具正向干扰效果。最后,根据研究发现提出管理的意涵与未来研究建议。

The purpose of this study is to explore the effects of service quality on marketing performance of SME in Taiwan as well as the intervention of market orientation and relationship quality in it. It puts forward a theoretic model to explain the relation of the service quality of enterprises, market orientation, relationship quality and marketing performance. It is found that service quality has a significantly positive impact on the marketing performance of SME; both market orientation and relationship quality have a positive intervening effect on service quality and marketing per-formance. Finally, according to the conceptual framework and research findings, this study draws upon some suggestions for the management policies and academic implications for future research.