碩士 / 國立臺灣海洋大學 / 航運管理學系 / 96 / To be in face of the dynamic environment, firms in shipping industry need to be more sensitive and raise their capability to response quickly. Organizational culture is the pattern of shared values and beliefs that help individuals understand organizational functioning and thus provide them norms for behavior in the organization. Trust is the base of cooperation between departments. Knowledge sharing activities make knowledge used more effectively and efficiently. Marketing capability can profit from satisfying customer’s needs. High performance keeps organizational competitive advantage.This study discussed the relationships among organizational culture, trust, knowledge sharing, marketing capability, and performance. A total 500 questionnaires were sent to the managers of organizations in Taiwan shipping industry, including port authorities, shipping companies, agents, forwarders, and others. 169 responses were received, and 141 were found to be valid for a usable response rate of 28.2%.
Using exploratory factor analysis, the dimensions of each latent variables was extracted as follow: five dimensions of organizational culture are team work, organizational innovation, professional, traditions, and myopia; three dimensions of trust are communication, cooperation, and honest; two dimensions of knowledge sharing are sharing promotion and knowledge management technique; three dimensions of marketing capability are marketing planning, customer orientation, and marketing execution; and three dimensions of performance are satisfaction, revenue and profit, and innovative index. By using structural equation modeling (SEM) analysis, the results of the hypothesis testing showing that organizational culture has positive effects to trust, knowledge sharing, and performance, knowledge sharing has positive effects to marketing capability, and performance is positive effected from marketing capability. We concluded that in order to increase performance by raising marketing capability, stronger organizational culture in firm can directly increase performance and trust atmosphere. Besides, promoting useful knowledge sharing between individuals and departments can facilitate raising marketing capability.
| Identifer | oai:union.ndltd.org:TW/096NTOU5301021 |
| Date | January 2008 |
| Creators | Shih-Hao Yang, 楊世豪 |
| Contributors | An-Hhuen Nir, 倪安順 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 134 |
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