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研究生:林佳蓁
研究生(外文):Chia-chen Lin
論文名稱:連鎖事業體系之統治機制、組織學習與績效之關係研究
論文名稱(外文):An Empirical Study of Chain Governance Mechanisms, Organizational Learning and Performance.
指導教授:許英傑許英傑引用關係方世杰方世杰引用關係
指導教授(外文):Ying-Kiat KhoShih-Chieh Fang
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:110
中文關鍵詞:組織績效市場導向組織學習連鎖體系
外文關鍵詞:Market OrientationOrganizational Performance.Organizational LearningChain Stores
相關次數:
  • 被引用被引用:19
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  • 下載下載:69
  • 收藏至我的研究室書目清單書目收藏:9
對身處於知識經濟紀元的連鎖體系來說,市場上唯一可確定不變的定理即為「變化」,其必須隨時因應消費者日新月異、變化無常的需求,更必須不斷創新以在科技躍進的激烈競爭局面中脫穎而出。那些沉醉在過去輝煌歷史、不知持續學習、創新改革的連鎖體系,都將快速地被今日的動態競爭環境所淘汰。
然而,雖然持續學習以不斷創新對身處第一線戰場的連鎖體系業者極為重要,這觀念卻一直被實務界以及學術界所忽略。在實務上,有許多連鎖業從業人員不了解組織學習的目的、內涵以及促進方法,在學術上,也少有研究將組織學習的觀念帶入連鎖業中作探討。是故,本文基於體認到組織學習對連鎖體系業者長期營運之重要性,以及學術上在此方面研究之缺乏,擬以連鎖體系之組織學習作為研究核心,探討連鎖體系之組織學習對組織績效的影響,同時提出有效促進連鎖體系從事組織學習之方法,包括有形之連鎖雙軌統治機制及無形之市場導向組織文化,並進一步驗證上述兩方法是否真能促進連鎖體系之組織學習。
為驗證本文所提出之論點,係以國內擁有七家以上之連鎖體系總部作為問卷發放的研究對象。根據實證結果,本文之主要研究發現包括(一)強調組織文化對組織學習的重要影響力。(二)組織學習確實能幫助連鎖體系業者提昇消費者對商店的滿意度以及印象,故連鎖體系業者應積極投入組織學習以提昇組織績效。(三)總部可透過與各分店間之良性關係互動,促使整個連鎖系積極投入組織學習當中。(四)市場導向之組織文化在本研究中具有調節關係型態與組織學習之效果,故為加速連鎖體系組織學習之良方。(五)對小規模的連鎖體系業者來說,必須小心高加盟比率之統治型態對組織學習所帶來的負面影響。(六)對大規模的連鎖體系業者而言,則應利用加盟方式來促進組織學習。
The only one principle for chain stores is “face the fast change”. Consumers needs change day by day, chain stores have to satisfy customers who seek for premium personal value sustainability. In the other side, the more advanced technology, the more competitive in chain competition environments that means chain stores also have to innovate continually.
However, although learning sustainability and innovating continually are so important for chain stores, this issue is ignored by scholars and entrepreneurs. This research suggested that chain stores could maintain long-term competitive advantages by continuously engaging in organizational learning. Organizational learning not only promotes chain stores productivity but also raises the fitness of strategy and the ability of information interpreting. Accordingly, a superior learning chain store will leverage the use of all resources, and engage in response action before the environment changed.
However, pointing out the importance of the chain organizational learning is not the core purpose of this research. The core purpose of this article is to provide two methods that can promote chain organizational learning-including chain governance mechanisms and market orientation. This research argues that synergistic effect of the chain governance mechanisms and market orientation can lead chain organizational learning, and the chain organizational learning will raise organizational performance.
This research tests the argument empirically, the chain stores, which compose of over seven stores, are our samples. According to the results of SPSS statistical analysis, the main findings of this research include: 1) The Importance of Organizational culture in Organizational Learning. 2) Chain organizational learning will raise the consumer satisfactory and store image that means chain stores should engage in organizational learning positive. 3) The informal relationships between the headquarters and the branch stores will promote the chain organizational learning. 4) The organizational culture of market orientation have significantly moderating effects on the relationship between chain governance mechanisms and organizational learning that means chain stores can utilize the organizational culture of market orientation to promote the effects between chain governance mechanisms and organizational learning. 5) Chain organizational learning will be poor if the headquarters of chain stores are small and have no ability to integrate the knowledge of the branch stores. 6) Chain organizational learning will be very well if the headquarters of chain stores are huge and have ability to integrate the knowledge of the branch stores.
目 錄
中文摘要……………………………………………………………………………ii
英文摘要……………………………………………………………………………iii
誌謝…………………………………………………………………………………v
目錄…………………………………………………………………………………vi
表目錄………………………………………………………………………………viii
圖目錄………………………………………………………………………………ix
第一章 緒論…………………………………………………………………………1
第一節…研究背景與動機…………………………………………………………..1
第二節…研究目的…………………………………………………………………..3
第三節…研究流程.……….…………………………………………………………5
第二章 文獻探討…….……………………………………………………………7
第一節 連鎖體系之統治機制…….………………………………………………7
第二節 組織學習…….……………………………………………………………17
第三節 市場導向…….……………………………………………………………36
第四節 組織績效…….……………………………………………………………42
第三章 研究方法…….……………………………………………………………44
第一節 研究架構…….……………………………………………………………44
第二節 研究假設…….……………………………………………………………45
第三節 變數定義與衡量…….……………………………………………………49
第四節 研究設計…….……………………………………………………………54
第五節 問卷之信、效度分析…….………………………………………………55
第六節 資料分析方法…….………………………………………………………60
第四章 研究結果…….……………………………………………………………62
第一節 基本資料分析…….………………………………………………………62
第二節 基本資料之差異性分析…….……………………………………………64
第三節 各研究變項之相關分析…….……………………………………………68
第四節 連鎖雙軌統治機制與組織學習傾向之關係……………………………69
第五節 組織學習傾向與組織績效之關係………………………………………73
第六節 連鎖體系業者市場導向程度之調節角色………………………………76
第五章 結論、意涵與建議………………………………………………………82
第一節 研究結論…………………………………………………………………82
第二節 實務與理論意涵…………………………………………………………86
第三節 未來研究建議……………………………………………………………90
參考文獻……………………………………………………………………………91
附錄 研究問卷……………………………………………………………………98
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