發(fā)布時間：2018-01-19 10:42

  本文關鍵詞： 顧客知識管理能力 餐飲企業(yè) 顧客關系質(zhì)量 顧客知識交流質(zhì)量 新產(chǎn)品優(yōu)勢　出處：《華僑大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著社會經(jīng)濟的快速發(fā)展，物質(zhì)經(jīng)濟發(fā)展越來越壯大，人們所能選擇的產(chǎn)品也越來越多樣化。另外，信息技術和網(wǎng)絡經(jīng)濟的發(fā)展使得顧客獲取信息的途徑越來越多，但隨之可能產(chǎn)生的影響卻是顧客對企業(yè)的忠誠度越來越低，企業(yè)間的競爭變得越來越激烈，對顧客的爭奪逐漸白熱化。因此，在多選擇的情況下，顧客對企業(yè)產(chǎn)品和服務的要求也變得越來越高，而企業(yè)要想生存并在領域之內(nèi)立于不敗之地，除了要有堅實的產(chǎn)品質(zhì)量作為保障之外，，還需要充分地了解顧客的需求，而結合顧客需求最終生產(chǎn)出令顧客滿意的產(chǎn)品則是企業(yè)不斷獲得成功的關鍵因素。近年來，越來越多的企業(yè)已經(jīng)認識到顧客角色由以前的被動地位轉(zhuǎn)變?yōu)橹鲃樱櫩筒攀瞧髽I(yè)恒久生存的關鍵因素，越來越多的企業(yè)也已經(jīng)將顧客作為合作創(chuàng)新的伙伴納入新產(chǎn)品開發(fā)的流程，加強企業(yè)與顧客之間的互動交流，培養(yǎng)員工識別顧客知識，并通過與顧客良好的溝通獲取顧客知識的能力，最終將其轉(zhuǎn)變成對企業(yè)有價值的內(nèi)部共享知識，以此降低市場不確定性，防范創(chuàng)新風險，創(chuàng)造出令顧客滿意的新產(chǎn)品。 本研究在結合了知識管理和顧客關系管理的理論基礎之上，研究了企業(yè)通過建立顧客知識管理內(nèi)部基礎設施環(huán)境以及加強顧客知識管理流程處理能力兩個方面來構建企業(yè)的顧客知識管理能力，并通過研究顧客知識管理能力流程中的兩大中間產(chǎn)物——顧客關系質(zhì)量以及顧客知識交流質(zhì)量對企業(yè)新產(chǎn)品優(yōu)勢的影響來驗證顧客知識管理能力對餐飲企業(yè)新產(chǎn)品優(yōu)勢的影響。 首先，本研究在對顧客知識管理能力的相關文獻閱讀以及對餐飲企業(yè)內(nèi)部員工的訪談基礎上構建了顧客知識管理能力對新產(chǎn)品優(yōu)勢影響的概念模型，并據(jù)此提出研究假設。然后，通過問卷調(diào)查以及運用數(shù)理統(tǒng)計方法進行實證分析，最后得出本文的研究結論為餐飲企業(yè)顧客知識管理能力對新產(chǎn)品優(yōu)勢具有正向影響作用，并且在顧客知識管理活動的過程中通過提升企業(yè)與顧客之間的關系質(zhì)量以及顧客知識交流質(zhì)量進而也能夠?qū)π庐a(chǎn)品優(yōu)勢產(chǎn)生間接的正向影響作用。
[Abstract]:With the rapid development of social economy, the material economy is growing stronger and stronger, and the products people can choose are becoming more and more diversified. With the development of information technology and network economy, there are more and more ways for customers to obtain information, but the possible impact is that the loyalty of customers to enterprises is becoming lower and lower, and the competition between enterprises becomes more and more fierce. The competition for customers is becoming more and more intense. Therefore, in the case of multiple choices, customers' requirements for enterprise products and services have become increasingly high, and enterprises want to survive and stay in an invincible position in the field. In addition to solid product quality as a guarantee, we also need to fully understand the needs of customers. In recent years, more and more enterprises have realized that customer role has changed from passive status to active. The customer is the key factor for the enterprise to survive for a long time. More and more enterprises have brought the customer into the process of new product development as a partner of cooperation and innovation, and strengthened the interactive communication between the enterprise and the customer. Train employees to identify customer knowledge, and through good communication with customers to acquire customer knowledge, and ultimately transform it into valuable internal shared knowledge to reduce market uncertainty. Guard against innovation risk and create new products that satisfy customers. This study is based on the theory of knowledge management and customer relationship management. This paper studies how to build the customer knowledge management capability by establishing the internal infrastructure environment of customer knowledge management and strengthening the processing ability of customer knowledge management process. And by studying the effect of customer relationship quality and customer knowledge exchange quality on the advantages of new products in the process of customer knowledge management ability, the paper verifies that customer knowledge management ability affects the new production of catering enterprises. The influence of product superiority. First of all, on the basis of reading the relevant documents of customer knowledge management ability and interviewing the employees of catering enterprises, the paper constructs a conceptual model of the influence of customer knowledge management ability on the advantage of new products. And then, through the questionnaire survey and the use of mathematical statistics to carry out empirical analysis. Finally, the conclusion of this paper is that the customer knowledge management ability of catering enterprises has a positive impact on the advantages of new products. And in the process of customer knowledge management activities, by improving the quality of the relationship between enterprises and customers and the quality of customer knowledge exchange, it can also have an indirect positive impact on the advantages of new products.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F719.3

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