企業為了維持企業的競爭力,顧客關係管理與知識管理的應用已經是必然的趨勢,如何擄獲消費者的心使其對公司具有忠誠度,已是各企業的主要目標,欲與顧客保持長期穩定的關係首重於對顧客的瞭解,也就是具體掌握顧客知識。但在現今資訊爆發的時代,究竟哪些顧客知識對於企業是有用的?哪些顧客知識可以為企業帶來更多競爭優勢、為企業創造價值?因此本研究目的首先就在探討顧客知識內容涵蓋範圍及顧客知識在顧客關係管理活動中的重要性及兩者間的關係,並進一步根據分析結果提出顧客知識與顧客關係管理上的具體建議,以提供企業作參考。 本研究藉由相關文獻的探討歸納出研究架構後,進行實務訪談以設計問卷,問卷對象為個案公司之營業管理員,實際發出問卷61份,有效回收問卷為53份,有效回收率為86.8 ﹪,透過SPSS統計軟體進行分析。最後根據研究分析提出以下結論:1. 服務管理活動若有顧客行銷活動資料的支持,亦能間接替企業創造利潤。 2. 對顧客體驗資料的重視程度不足,與衣蝶強調提供消費者最佳購物感受的目標有所差異。 3. 服務管理活動所需要的顧客知識涵蓋層面最廣。 4. 部分顧客知識內容瞭解程度因人員的高流動率,造成知識資產無法累積。 5. 營業管理人員對於顧客知識內容瞭解的程度越高,則認為顧客知識內容對於顧客關係管理活動具有較高的重要性。 6. 在各類顧客知識中,營業管理人員可以「顧客偏好資料」的掌握為首要目標。
To maintaining competitiveness, the application of Customer Relationship Management and Knowledge management is already an inevitable trend. How capture consumers and make them have loyalty to the company, is already the main object of each enterprise. Want to keep a long stable relation with customer; it values first in understanding of the customer which concrete to control customer knowledge also. But the times of information explosion in present, actually which customer knowledge is useful to the enterprise? Which customer knowledge can bring more competitive advantages for the enterprise and created to be worth for the enterprise? So this research purpose is inquiring into the range, the importance of customer knowledge in activity of customer relationship management and the relations between them, also put forward the customer knowledge and the customer relationship management as a result; according to the further analysis provides an enterprise a reference. This research by the study of the related cultural heritage carries on the actual situation interview after inducing the research structure with design a questionnaire.The questionnaire object for the business managing person of the individual cases company, send out 61 of questionnaire physically, recover the questionnaire as 53 effectively, valid recovery rate is 86.8%, statistics software to carry on analysis through the SPSS. Put forward according to the research analysis finally to draw a conclusion.