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題名 | 知識管理基礎設施、顧客知識管理與顧客關係管理關聯性之探討:Campbell顧客知識管理觀點=Relationship among K.M. Infrastructure C.K.M. & C.R.M.: Campbell C.K.M. Perspective |
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作者 | 簡瑞霖; Jian, Rui-lin; |
期刊 | 臺北科技大學學報 |
出版日期 | 20060300 |
卷期 | 39:1 民95.03 |
頁次 | 頁119-150 |
分類號 | 496.7 |
語文 | chi |
關鍵詞 | 知識管理基礎設施; 顧客知識管理; 顧客關係管理; K.M. infrastructure; C.K.M.; C.R.M.; |
中文摘要 | 知識已經取代自然資源和勞動密集型產業,成為首要的創造財富和經濟增長的泉源。企業如果想要瞭解顧客,不僅只是將所獲得的顧客資訊予以量化,更重要的是要將客戶、知識與管理三者變成組織的智慧且成為實際的行動。在全球市場多樣化選擇的趨勢之下,企業經營必須從「產品導向」轉為「顧客導向」,並在正確的時間點,提供適切的產品以滿足顧客的需求,提昇顧客忠誠度,使顧客能為企業創造更多價值。 本研究主要在探討知識管理基礎設施、顧客知識管理對顧客關係管理之影響,發展出一個觀念性之架構模式,並透過實證調查來驗證此一模式。本研究以製造業與服務業為實證研究對象,經由複迴歸分析與徑路分析考驗各構念因素間之互動關係,實證結果顯示: 知識管理基礎設施對顧客知識管理有顯著的正向影響,其中「資訊科技」與「組織文化」是顯著影響企業顧客知識管理能耐的兩大因素。 顧客知識管理對顧客關係管理具顯著的正向影響,其中「顧客資訊程序」與「行銷∕IT 整合」是顯著影響企業顧客關係管理能耐的兩大因素。 知識管理基礎設施對顧客關係管理具有顯著的正向影響,而其中「資訊科技」是最主要的顯著影響因素。 |
英文摘要 | Knowledge has already substituted for the natural resource and the labor-intensive form industry and become the most important source for wealth creation and economic growth. If enterprises want to understand customers, the most significant object is not only to quantitative customer information but also to transform customer knowledge and management to wisdom of organizations and tangible actions. Under the diversification tendency of global market, enterprises have to transform “product guidance” to “customer guidance” and provide exact products at the correct time to meet the customer need, enhance the customer loyalty and let customers to create more values for enterprises. This research is to conformity the impact of K.M. infrastructure and C.K.M. on C.R.M. then develop an ideal framework and confirm it through empirical investigation. This research takes manufacturing industry and service industry as objects for empirical studies. It aims to verify the relationships between the constructs used in this study by the analysis of Multiple Regression and Path Analysis and testify the relationships between the constructs of this research framework. The results are: K.M. infrastructure has significant and positive effect on C.K.M.,“ information technology” and “organization culture” are the two important factors to influence C.K.M.capacity. C.K.M. has significant and positive effect on C.R.M., “customer information procedure” and “marketing/IT conformity” are the two important factors to influence C.R.M. capacity. K.M. infrastructure has significant and positive effect on C.R.M., and “IT” is the most significant factor. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。