| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 98 === With the economic environment changes constantly, enterprises competition are more intense in the market and the organization performance are become more challenge. In order to response to the rapid change in competitive environment, organizations have to adjust the different organizational systems constantly and enhance organizational performance. After reviewing the literature of market orientation, we found that Kirca, Jaychandran & Bearden (2005) suggest that the antecedents of market orientation and consequences of market orientation need further study. Therefore, the study extends the conceptual framework for meta-analysis to explore the antecedents’ impact on organization performance and organize domestic, furthermore, compiles foreign research literature to explore relation to market orientation and organizational system of organizational performance as well as explore the impact of organizational innovation, loyalty, quality. This study uses questionnaires to validate the six assumptions, the questionnaire items are translation and revision based on domestic and foreign relational research scale of measure, which has 57 items( are not including the basic company information items)
According to the research background, motivation and relative theories, the study assumes that: (1) market orientation may influence innovation; (2) marketing organization may influencethe innovation system; (3) innovation may influence loyalty; (4) innovation may influence quality; (5) loyalty may influence organizational performance; (6) quality may influence organizational performance. The research sample is mainly from Taiwan Economic Journal (TEJ) as screening tools and screening domestic public, private the listed manufacturing companies. There are totally 1031 firms and 81 effective samples are collected, so the effective response ratio is 7.49%. The study uses Churhill’s research (1979) to purify the received data, and then uses ANOVA multivariable analysis and the path analysis to verify the hypotheses.
The findings of the study are summarized as following: (1) Market orientation has positive effect on innovation, but there is no significant effect between market orientation and innovation ; (2) Centralized marketing system has negative effect on innovation; (3) Reward marketing system has positive effect on innovation; (4) Marketing training system has positive effect on innovation, there is no significant effect between marketing training system and innovation; (5) Innovation has positive effects on quality; (6) Quality has positive effect on the organization performance. The study results show that paying attention to the organization's marketing system could help organizations to organize the overall allocation of resources effectively as well as to improve the organization of cultural innovation and quality, thus enhances the overall performance of the organization.
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