A Study of the Relationship Among Social Interaction, Knowledge Sharing ,Customer Orientation , Performance and Innovation-A Case of Travel Agencies in Taiwan

• Main Authors: Kai-Li Wu, 吳凱莉
• Other Authors: Chcmg-Chiug Tsai, PhD.
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/15139233569208060440

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 99 === The purpose of this study is to explore the perception of Socia Interaction, Knowledge Sharing , Customer Orientation , Performance and Innovation from viewpoints of the travel agencies’ employees in Taiwan. This study also tests if significant relationship among these variables exists as well, and through linear structure relations to test structural equation modeling. A structured questionnaire was submitted to employees of travel agencies in Taiwan. By convenience during November, 2010 to February, 1045 were distributed and a total of 721 completed questionnaires were collected. The contents of this questionnaire include personal information, socia interaction, knowledge sharing , customer orientation, performance and innovation. The data were analyzed by descriptive statistics, item analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis, t-test, one-way ANOVA, structural equation modeling and path analysis. The results are as follows: 1. Most of the subjects were single, female, 26-35 years old, college or university graduate,above 7 years experience, NT$20.001-40,000 revenue per month. 2. The" interpersonal trust " item of " social interaction " had the highest score of perceived mean value. The item " internalization " of " knowledge sharing " had the highest score of perceived mean value. The item " attempt to satisfy for customers " of "customer orientation "had the highest score of perceived mean value. The item "OCB" of "performance" had the highest score of perceived mean value. 3. Socio-economic variables such as position and deparement would partially significantly affect the perception of social interaction and performance. 4. Significantly positive relationships among social interaction, knowledge sharing , customer orientation , performance and innovation were confirmed. 5. Knowledge sharing had only the partialthe mediation effect on the relationship between social interaction and customer orientation; knowledge sharing had only the partialthe mediation effect on the relationship between social interaction and performance; knowledge sharing had the mediation effect on the relationship between social interaction and innovation. 6. The path of interpersonal commitment, knowledge sharing , customer orientation , performance and innovation had best predictive effectiveness.