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題名:顧客知識管理、市場導向與行銷績效之關係研究
作者:范惟翔 引用關係
校院名稱:國立中正大學
系所名稱:企業管理研究所
指導教授:何雍慶
陳振燧
學位類別:博士
出版日期:2001
主題關鍵詞:顧客知識管理消費者customer knowledge managementconsumer
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(3) 博士論文(4) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:58
近幾年來全球網際網路與資訊科技快速的發展,使企業面臨加速創新的壓力,因此不少企業引進顧客知識管理的理念與作法透過組織學習以因應變化的環境。顧客知識管理包括顧客的價值觀、行為與滿意度,將此三者整合能與顧客建立良好的關係增進行銷績效,因此顧客知識管理是一種經營策略,協助企業因應市場的挑戰,作為企業經營的參考;所以,如何將顧客知識管理中的「顧客」、「知識」及「管理」三者整合,使組織有效取得、移轉、實施與維持顧客的知識(經驗),將可為行銷管理發展新的策略模式。
除了顧客知識管理之外,有關文獻亦提出市場導向對行銷績效提昇有正向相關,學者從市場導向的觀點進行理論與實證研究,說明企業成功實施市場導向對企業增加行銷績效有正向關係,此學派在近十年來受到學術界和企業界相當高的關注。
綜合而論,由於知識經濟的興起,已導致政府與民間企業對知識管理的重視,而有關顧客知識管理的研究亦正漸漸形成研究主題;然而國內外學術界尚未對此進行有系統之研究,乃引發本研究將顧客知識管理結合市場導向與行銷績效,作為此領域的先驅學術研究。
本研究係以我國上市上櫃電子資訊公司為研究對象,採用LISREL模式實證顧客知識管理、市場導向與行銷績效等研究變數的因果關係,並進一步判斷研究架構整體模型的適合度。
研究主要的發現為:
1.顧客知識管理與市場導向具有正向影響效果,顯示科技產品迅速改變時,企業需加強與顧客互動關係,並從雙方的互動中認清顧客的需求與偏好,而有效的知識管理能提昇顧客滿意度、增加顧客忠誠度與了解顧客需求的功能。
2.顧客知識管理與行銷績效從LISREL架構模式中不具正向關係,但從相關係數分析,兩者皆呈顯著正相關,同時兩者間接效果假設亦成立,因此推論企業透過顧客知識管理可發現問題所在,但須針對問題改善後,才會產生顧客滿意度提昇行銷績效,換言之組織內部須透過顧客知識管理收集資料找出問題,並以行動機制解決問題才能使企業獲得行銷績效。
3.市場導向與行銷績效具有正面效果,顯示企業愈能注重組織內部與外部市場環境的變化,對行銷績效具正面影響。
4.顧客知識管理對行銷績效具有間接效果,顧客知識管理可以透過市場導向對行銷績效產生正向關係,顯示企業將知識管理結合市場導向可以使企業變得精明、更能適應環境,使產品與服務更能符合顧客的需求增加顧客滿意度。
5.本研究更進一步將模式中的行銷績效構面進行單項績效指標及複合績效指標運算,結果共運算出十六種不同組合的績效指標模式,其中有六種模式可以成立,本研究根據數值及模式顯著性,認為以新產品創新與整體營運績效兩項複合指標所運算呈現的數值較為理想。
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