CAJ | 학술논문

在当下服务企业经营管理中，市场导向和关系营销导向已经不能为顾客创造独特的体验价值，强调在互动过程中交换符号资本和情感能量的互动导向应当成为企业的新的战略导向。以本土企业为样本，本文在市场导向和关系营销导向的基础上给出了互动导向的定义，并通过探索性因子分析和验证性因子分析确定了其三个维度的结构：互动意识，互动过程管理，互动能力。最后对服务企业实施互动导向提出了建议。
재당하복무기업경영관리중，시장도향화관계영소도향이경불능위고객창조독특적체험개치，강조재호동과정중교환부호자본화정감능량적호동도향응당성위기업적신적전략도향。이본토기업위양본，본문재시장도향화관계영소도향적기출상급출료호동도향적정의，병통과탐색성인자분석화험증성인자분석학정료기삼개유도적결구：호동의식，호동과정관리，호동능력。최후대복무기업실시호동도향제출료건의。
Nowadays,market orientation and relationship marketing orientation have not been able to create unique experi-ence value for customer in service firm management,while interaction orientation which stresses the exchange of symbol capital and emotional energy in interaction process should be the firms’new strategy orientation.Taking local firms as sam-ples,the current research redefines interaction orientation based on market orientation and relationship marketing orienta-tion,and confirms interaction awareness,interaction process management and interaction capacity as its three dimension structure by means of exploratory factor analysis and confirmatory factor analysis.Then we put forward recommendations to implement interaction orientation.