組織服務導向、前因變項與績效表現關係之研究─以國票綜合證券為例

Under circumstance of high competition intensity, offering distinguishes and action-oriented service for consumer satisfaction is the marketing goal of the company. How to build up the distinguish service? Service orientation is an effective tool to build unique competitive advantage. This study constructs a comprehensive basis to examine the influence of the impact from the internal and external of the organization to service orientation and how the service orientation affects the performance of each individual employee and the organization. The research objects is the first line staffs of Waterland stock company. The findings suggested: Firstly, environmental characteristics, company characteristics are positively related to enterprise's service orientation. Secondly, service orientation is positively related to employee's service performance. Thirdly, employee's service performance is positively related to company performance. Furthermore, the authors discuss several important research issues as well as managerial implications and future research avenues.