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    政大典藏 > College of Commerce > Department of MIS > Theses >  Item 140.119/35269


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35269


    Title: 運用顧客知識管理以提升CRM效益
    Authors: 陳文翰
    Contributors: 管郁君
    陳文翰
    Keywords: 知識管理
    顧客關係管理
    顧客知識管理
    Date: 2004
    Issue Date: 2009-09-18 14:35:59 (UTC+8)
    Abstract: 2003年，Henning Gebert, Malte Geib, Lutz Kolbe, and Walter Brenner(2003) 提出顧客知識管理(Customer Knowledge Management；CKM)的觀念，此觀念是將知識管理與顧客關係管理的概念整合而成，認為顧客關係管理與知識管理兩者都強調如何整合與分配資源以支援企業活動進而提昇企業之競爭優勢。然而，企業要做好「顧客關係管理」必須整合內部行銷、業務、以及服務等活動，且對有關顧客知識流程作有效地整合。Gebert, et al. (2003) 認為顧客知識可做為顧客關係管理中資料流的來源，因此顧客知識管理是顧客關係管理之關鍵成功因素。因此，本研究想蒐集整理國內外的相關文獻，並透過研究問卷調查的方式，希望達成以下幾個目的：
    1、透過國內外文獻的蒐集，探討顧客知識管理的意義與重要性
    2、探討業界對顧客知識管理的方式與資訊科技的使用
    3、研究業界顧客知識管理實務的狀況是否對顧客關係管理效益有影響
    本研究對國內企業來進行調查，共有106份有效問卷，有效問卷回收率為11.78%。將問卷調查的結果進行因素分析與集群分析，並透過單因子變異數分析進行研究模式與假說的驗證。經過因素分析的結果，將顧客知識管理組織面分為「創造與儲存」、「策略與定義」、「應用」、「分享與移轉」；將顧客知識管理組織面分為「智慧型科技」與「基礎型科技」，並將七個因素進行集群分析，分為三群，分別是「高度應用」、「基本應用」、「啟始應用」群。
    結果發現，「基本應用」群就算在科技上有基礎的科技支援，若無組織面的高度配合，其成效與各方面都不太注重的「啟始應用」群所展現的成效，差異很小。反觀「高度應用」群與「基本應用」群在相較之下，「高度應用」群注重組織面之規劃與執行，輔以智慧型科技之深度應用，因此能創造出優良之績效。
    Reference: 一、 中文參考文獻
    1. 羅伯•克普朗與大衛•諾頓著，朱道凱譯 (1999)，平衡計分卡：資訊時代的策略管理工具，台北：臉譜文化。
    2. 范惟翔 (民90)，顧客知識管理、市場導向與行銷績效之關係研究，中正大學企業管理研究所博士論文。
    3. 黃文仙 (民91)，顧客互動強度、顧客知識管理能力及顧客特性對新產品績效影響之研究 － 以台灣資訊軟體產業為例，中原大學企業管理學 系碩士論文。
    4. 傅清富 (民89)，知識管理能力對新產品開發績效之影響，中山大學企業管理研究所博士論文。
    5. 劉常勇、傅清富與李書政 (民90)，知識管理能力對新產品開發績效之影響，國科會專題研究計畫。
    6. 劉常勇 (民88)，如何衡量你的企業智商，民國94年4月28日，
    http://www.cme.org.tw/know/paper/paper12.doc。
    7. 李祥豪 (民91)，企業知識管理策略與其績效評估－以顧問業為例，國立臺灣大學資訊管理研究所碩士論文。
    8. 林婉君 (民93)，從企業有關顧客知識之觀點探討顧客關係管理，國立交通大學管理學院（管理科學學程）碩士論文。
    9. 林聖凱 (民93)，電子化商機應用狀況與企業認知成效之關聯，國立政治大學資訊管理所碩士論文。
    10. 陳心瑜 (民90)，顧客知識管理內容與關係行銷之研究，國立中正大學企業管理研究所碩士論文。
    11. 吳欣穎 (民89)，企業導入顧客關係管理之研究，國立台北大學企業管理碩士論文。
    12. 安迅資訊公司 (民89)，整合企業經營策略與顧問關係管理，電子化企業，頁20-25。
    13. 遠擎管理顧問公司 (民91)，顧客關係管理深度解析，ARC 遠擎管理顧問公司。
    二、 英文參考文獻
    1. Applehans, W., Globe, A. & Laugero, G.. (1999). Managing knowledge: A practical web-based approach. Berkeley: Addison-Wesley.
    2. Arthur Andersen & APQC (1995). The knowledge-management assessment tool, prototype version, The Knowledge Imperative Symposium. Houston.
    3. Buren, M. E. (1999). A yardstick for knowledge management. Training &
    Development, 71-78.
    4. Beckman, T. (1999). The Current State of Knowledge Management. Knowledge Management Handbook. Boca Raton: CRC Press.
    5. Beckman, T. (1997). Implementing the knowledge organization in government, paper and presentation, 10th National conference on Federal Quality.
    6. Campbell, A. J. (2003). Creating customer knowledge management competence: Managing customer relationship management programs strategically. Industrial Marketing Management, 32, 375-383.
    7. Davenport, T. (1998). Managing customer knowledge. CIO, 16, 32-34.
    8. Davenport, T. H., & Prusak, L. (1998). Working knowledge: How organizations manage what they know. Boston: Harvard Business School Press.
    9. Davenport, T., & Klahr, P. (1998). Managing customer support knowledge.
    California Management Review, 40(3), 195-208.
    10. Davenport, T. H., Harris, J. G. & Kohli, A. K. (2001). How do they know their customers so well? MIT Sloan Management Review, 2(42), 63-73.
    11. DiBella, A., & Nevis, E. (1998). How organization learn: An integrated strategy for building learning capability. Jossey-Bass.
    12. Gruner, K. E., & Homburg, C. (2000). Does customer interaction enhance new product success? Journal of Business Research, 49, 1-14.
    13. Leonard-Barton, D. (1995). Wellsprings of knowledge: building and sustaining the sources of innovation. Boston: Harvard Business School Press.
    14. Li, T., & Calantone, R. J. (1998). The impact of market knowledge competence on new product advantage. Journal of Marketing, 62, 13-29.
    15. Lin, T. (2001). 10C Model of CRM. NSYSU working paper.
    16. Hanley, S., & Dawson, C. (2000). A framework for delivering value with knowledge management: The AMS knowledge centers. Information Strategy, 16, 27-36.
    17. Gebert, H., Geib, M., Kolbe, L., & Brenner, W. (2003). Knowledge-enabled customer relationship management: Integrating customer relationship management and knowledge management concepts. Journal of Knowledge Management, 7(5), 107-123.
    18. Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of Management Information Systems, 185-214.
    19. Garcia-Murillo, M., & Annabi, H. (2002). Customer knowledge management. The Journal of the Operational Research Society, 53(8), 875-884.
    20. Blosch, M. (2000). Customer knowledge. Knowledge and Process Management, 7(4), 265-268.
    21. Nonaka, I., & Takeuchi, H. (1995). The knowledge-creating company. New York: Oxford University Press.
    22. Nonaka, I., Toyama,R.& Konno, N. (2000). SECI , Ba and Leadership: A unified model of dynamic knowledge creation. Long Range Planning, (33), 5-34.
    23. Reinartz, W., Krafft, M. D., & Hoyer, W. (2004). The customer relationship management process: Its measurement and impact on performance. Journal of Marketing Research, 3(41), 293-305.
    24. Wayland, R. E., & Cole, P. C. (1997). Customer connections: new strategies for growth. Boston: Harvard Business School Press.
    25. Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge management: an organization’s capabilities respective. Journal of Management Information System, 18, 185-214.
    26. Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer’s perspective. Journal of the Academy of Marketing Science, 26, 101-114.
    27. Sherman, D. J., Souder, W. E., & Jenssen, S. A. (2000). Differential effects of the primary forms of cross functional integration on product development cycle time. Journal of Product Innovation Management, 17, 257-267.
    28. Storey, C., & Easingwood, C. J. (1999). Types of new product performance: Evidence form the consumer financial services sectors. Journal of Business Research, 46, 193-203.
    29. Swift, R. S. (2001). Accelerating customer relationships. New Jersey: Prentice Hall.
    30. Winer, R. S. (2001). A framework for customer relationship management. California Management Review, 43, 89-105.
    31. Spendolini, M. J. (1992). The benchmarking book. New York: AMACOM.
    32. Chen, J. S., & Ching, R. K. H. (2004). An empirical study of the relationship of it intensity and organizational absorptive capacity on CRM performance. Journal of Global Information Management, 12(1), 1-17.
    33. Souder, W. E., Sherman, J. D., & Davies-Cooper, R. (1998). Environmental uncertainty, organizational integration, and new product development effectiveness: A test of contingency theory. Journal of Product Innovation Management, 15(6), 520-533.
    34. Peter, F. D. (2003). Managing in the next society: Beyond the information revolution, New York: St. Martin`s Press.
    35. Mckim, B., & Hughes, A. (n.d.). How to measure CRM success. Retrieved June 7, 2005, from http://www.dbmarketing.com/articles/Art198.htm
    36. Anderson Consulting. (1999). CRM investments finally ring true. Retrieved March 13, 2002, from http://www.crm-forum.com/crm_forum_white_papers /art-071/ppr.htm
    37. Kalakota, R., & Robinson, M. (1999). e-Business: Roadmap for success. Berkeley: Addison-Wesley.
    38. IDC (1999). The changing economics of customer relationship. Retrieved March 7, 2002, from http://www.crm-forum.com/crm_forum_white_papers /cecr/ppr.htm
    39. Wiig, K. M. (1993). Knowledge management foundation. Schema Press.
    Description: 碩士
    國立政治大學
    資訊管理研究所
    92356008
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923560081
    Data Type: thesis
    Appears in Collections:[Department of MIS] Theses

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