行銷知識管理能力、產品創新對顧客滿意度之影響－以知覺價值為中介變數

The Impact of Marketing Knowledge Management Capability, Product Innovation upon Customer Satisfaction-Perceived Value as Mediating Variable

洪世雄(Shih-Hsiung Hung) ； 陳曉天(Sheau-Tien Chen) ； 葉欣愷(Hsin-Kai Yeh)

《東亞論壇》 469期 (2010/09) Pp. 1-25

https://doi.org/10.29705/EAR.201009.0001

摘要

面對激烈的市場競爭及持續多變的行銷環境，企業希望經由提供充足資訊、創新產品或優質服務以提升顧客的認知價值及滿意度。所以許多的企業行銷策略皆須藉由知識管理為基礎以提供顧客多元的行銷知識。此外，企業也須藉由持續推出創新性的產品以獲取顧客的特別關注。基於此，本研究主要目的在探討行銷知識管理能力、產品創新及顧客知覺價值與顧客滿意度等各項變數之間的關係。本研究採用問卷調查法以收集相關資料，並以曾參加旅行社旅遊行程之消費者為研究樣本，有效回收樣本共計430份，有效回收率為86%。研究結果顯示行銷知識管理能力對顧客知覺價值具有顯著正向影響效果，產品創新亦正向影響顧客知覺價值，而顧客知覺價值與顧客滿意度成顯著正向相關。此外，採用路徑分析之結果進一步顯示，行銷知識管理能力及產品創新對顧客滿意度並無顯著直接影響效果，行銷知識管理能力及產品創新乃是經由顧客知覺價值的中介效果而正向影響顧客滿意度。本研究討論並說明在管理實務上的意涵，同時對未來研究方向提出建議。

關鍵字

行銷知識管理能力 ； 產品創新 ； 顧客知覺價值 ； 顧客滿意度

並列摘要

Companies are now facing fierce market competition and continuous changing marketing environment, to create sound value and customer satisfaction, companies need to provide sufficient information、innovative products and services. As a result, the marketing strategy needs to be based on knowledge management to provide customers with various marketing knowledge. Furthermore, enterprises wish to gain customers' attention via product innovation. The purpose of this study was to examine the relationship among marketing knowledge management capability、product innovation、 customers' perceived value and customer satisfaction. This research was conducted by adopting ”travel agent” as an example. Data were collected from a sample of 430 consumers, and the response rate was 86%. The results revealed that marketing knowledge management capability influenced customer perceived value positively, product innovation also had positive effect on the customer perceived value, the perceived value had positive influence on customer satisfaction, but marketing knowledge management capability and product innovation did not affect customer satisfaction directly respectively. However, the results of path analysis revealed the customer perceived value positively mediated the relationship between customer satisfaction and marketing knowledge management capability and perceived value respectively. The study discussed the implications for practices, and suggestions for the further study.

並列關鍵字

marketing knowledge management capability ； product innovation ； perceived value ； customer satisfaction

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