The Impact Of Firm-Level Capability on Performance

[[abstract]]本篇研究以資源基礎觀點(RBV)與能力基礎觀點探討企業應如何將市場感知能力、顧客連結能力、社群媒體科技使用與社會CRM能力作為企業層級能力以建立長期競爭優勢與提升組織績效與顧客關係績效。 本研究實證結果指出市場感知能力與顧客連結能力正向影響了社會CRM能力；社會CRM能力正向影響了組織績效與顧客關係績效，上述結果突顯了這些能力在行銷與策略管理的重要性。此外，結果也指出市場感知能力與社群媒體科技使用這兩個企業層級能力具有交互作用，且正向影響了社會CRM能力，表明社群媒體科技使用對市場感知能力與社會CRM能力之間的關係具有正向干擾效果，研究結果也表明社會CRM能力與顧客關係績效、組織績效有正向的關聯。本篇研究最終採用了87家台灣連鎖加盟企業進行結構方程模型(SEM)分析。[[abstract]]In this research both the resource-based view theory (RBV) and capabilities-based perspective are as the theoretical foundation This research discusses how organization’s market-sensing customer-linking social media technology usage and social CRM as a firm-level capability can build long-term competitive advantage and enhance organizational performance and customer relationship performance The results show that market-sensing capability and customer-linking capability positively influence the social CRM capabilities and then social CRM capabilities positively influence the organizational performance and customer relationship performance These results highlight the importance of marketing and strategic management of these capabilities In addition the result also pointed out that the social media technology has moderate effect between market-sensing capability and social CRM capabilities the social CRM capabilities related with the customer relationship performance and organizational performance This study finally used 87 Taiwan franchise business to analyze structural equation modeling (SEM