The Study of the Relationship among Personality Traits and Customer Knowledge Management Structure－A Case Study of Clothing Industry

• Main Authors: Hsiao-Ling Chang, 張曉玲
• Other Authors: Chih-Sung Lai
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/19862602358177229391

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 95 === The clothing industry in Taiwan has experienced radical change for the last decades. Many well-known chain clothing brands entered local market after Taiwan obtained the membership of WTO. It makes a keen competition for the clothing industry, because of low entry barriers for this industry, industry structure changed, international competitive area overlapping, consumer preferences are not easy to ascertain, etc. The employees’ knowledge has become major competitive advantage resources of organization in service industry. How to make customer knowledge management useful is an important matter for enterprise to enhance competition. This research treats the relationship among customer knowledge management structure and personality traits of employees, sales clerk of clothing company in middle Taiwan as the research object. The questionnaire survey method was selected, and a total of 400 questionnaires were sent out to gather data with 293 valid returns. The findings of this research are as follows: First, Customer knowledge management brings up 7 dimensions, customer basic data, business data, service data, preference data, consumption aptitude data, promotion data, and complain data. Second, the more the companies value some kind of customer data, the more they will keep that kind of data. Third, the groups will attach importance to customer data, in particular basic data and promotion data, described with population statistic variable by the age between 21~50, 5~7 year work experience, income surpasses NT$23,000, or the consumption amount above NT$2,000. Forth, the trait of Empathy-conscientiousness, one of the dimensions of personality traits, shows more powerful influence to the Customer knowledge management than other personality traits.