A Study of Market Orientation, Organization Learning and Organizational Innovation in International Tourist Hotels－Organizational Climate as a Moderator

• Main Authors: Jhong, Meng-Rong, 鍾孟蓉
• Other Authors: Hsu, Shun-Wang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/53456169894769831643

碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 101 === This research aims to explore the relationship between international tourist hotel market orientation(proactive market orientation, responsive market orientation), organization learning, organizational innovation and organizational climate in Taiwan. In-depth interviews were applied to this research in order to develop the questionnaire. Questionnaire survey method was used to collect data through convenience sampling. The samples of this research are employees who have worked in each department of the international tourist hotels in Taiwan for at least 3 months. There were 650 questionnaires be distributed to staff, and 501 valid questionnaires were received, with a response rate of 77%. The results showed that: 1. market orientation, proactive market orientation and responsive market orientation have positive impact on organization learning；Organization learning has positive impact on organizational innovation, technological innovation and management innovation；Market orientation, and responsive market orientation have positive impact on organizational innovation, technological innovation and management innovation. 2. Organization learning has mediation effect on the relationship between Market orientation and organizational innovation；Organization learning has mediation effect on the relationship between responsive market orientation and technological innovation and management innovation. 3. Organizational climate behavior has moderation effect on the relationship between market orientation and organization learning；Organizational climate behavior has moderation effect on the relationship between proactive market orientation, responsive market orientation and organization learning；Organizational climate behavior has moderation effect on the relationship between organization learning and organizational innovation, management innovation. 4. Different age of organizational innovation, technological innovation, management innovation and organizational climate are highly associated；Different job department of market orientation, proactive market orientation, responsive market orientation, organization learning, organization innovation, technological innovation, management innovation and organizational climate are highly associated；Different seniority in hotel of organizational innovation and management innovation are highly associated；Different level of education of technological innovation, service quality and organizational citizenship behavior are highly associated. Different total seniority in hotel of responsive market orientation are highly associated. Different grade employees of organizational climate are highly associated.