| Summary: | 碩士 === 國立成功大學 === 工學院工程管理專班 === 93 === Benjamin Franklin said, “knowledge is the investment with the highest reward-rate.” There are more and more economists pointed out that knowledge is the best investment for human. 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 quantitate 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 customer knowledge management and product/service innovation on customer relationship management, then develop an ideal framework and confirm it through empirical investigation. First, this research infers knowledge management infrastructure from the aspects of social capital theory and explores the impact of knowledge management infrastructure on customer knowledge management. Finally, it is to examine and analyze the impact of customer knowledge management and product/service innovation on customer relationship management.
This research takes manufacturing industry and service industry as objects for empirical studies. In order to enhance the return-ratio of the questionnaire and increase representation of the research samples, this research uses snowball sampling to send questionnaires. This research sends 200 questionnaires and a total of 169usable replies were received. It aims to verify the relationships between the constructs used in this study by the analysis of Multiple Regression and MANOVA and testify the relationships between the constructs of this research framework through Path Analysis. The results are:
1. Knowledge management infrastructure has significant and positive effect on customer knowledge management. Regardless of manufacturing industry and service industry, “information technology” and “organization culture” are the two important factors to influence customer knowledge management capacity.
2. Customer knowledge management has significant and positive effect on customer relationship management. Regardless of manufacturing industry and service industry, “information disposal procedure” and “marketing/IT conformity” are the two important factors to influence customer knowledge management capacity.
3. Customer knowledge management has significant and positive effect on product/service innovation.
4. Product/service innovation has significant and positive effect on customer relationship management.
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