客户知识管理与企业绩效的关系研究

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浙江财经学院硕士学位论文

摘要

全球化竞争彻底改变了原有的竞争边界，让企业强烈地感受到国际市场竞争的

波涛汹涌与波澜壮阔。外部竞争环境的不确定性要求企业更加擅长对企业的发展作

全面性的思考。而客户已经成为企业最重要的资产，客户知识管理作为一种有效的

管理手段，通过获取、共享、应用和创新客户知识，来为企业不断创造收益，提高

企业的竞争力。本研究以客户知识管理与企业绩效的关系作为研究主题，详细分析

了客户知识管理对企业绩效的直接和间接影响，检验了客户响应能力的中介作用，

为组织有效实施客户知识管理提供了一个理论框架。

研究通过文献综述得出，客户知识管理主要包括客户知识获取、客户知识共享、

客户知识应用和客户知识创新四个维度；客户响应能力包含客户响应专长和客户响

应速度两个维度；企业绩效的衡量，笔者基于平衡积分卡的思想，构建了客户知识

管理记分卡，分别从财务、顾客、内部营运和学习与发展四个方面进行了衡量，共

一个维度，在此基础上，笔者提出理论模型，并在借鉴前人问卷的基础上，设计出

本文的问卷。接着，笔者进行了个别访谈，在对问卷进行进一步完善后，进行大范

围的样本调查。研究最终以 190 家企业为样本，使用了统计软件 SPSS15.0 进行实

证研究。

根据研究结果，得出下列结论：

(1)不同规模、不同成立年数企业的客户知识管理存在显著性差异，不同行业、

不同服务客户企业的客户知识管理部分维度存在显著性差异；

(2)客户知识管理对企业绩效有积极的影响，但客户知识管理的各个流程对企业

绩效的影响不同；

(3)客户知识管理对客户响应能力有显著正向影响，但客户知识管理不同维度对

客户响应能力的影响不同。其中，客户知识获取、客户知识共享、客户知识应用对

客户响应能力有显著正向影响，而客户知识创新对客户响应能力不存在显著正向影

响；

(4)客户响应能力对企业绩效有显著正向影响，但客户响应能力不同维度对企业

绩效的影响不同；

(5)客户响应能力在客户知识管理与企业绩效的关系之间存在中介作用。客户响

应能力在客户知识共享与企业绩效之间起完全中介作用，在客户知识获取、客户知

识应用与企业绩效之间起部分中介作用，在客户知识创新与企业绩效之间不存在中

介作用。

浙江财经学院硕士学位论文

针对研究结果，笔者提出了如下建议，首先企业管理层在战略层次上要高度重

视客户知识管理，同时也要重视客户响应能力的培育，尽量使客户知识管理与企业

响应能力的提高能够协调统一。而企业领导层在实施客户知识管理时，应根据自身

的情况，系统全面地实施客户知识管理，营造新的企业环境，同时加强信息技术的

支持，加大资金对信息技术平台的建设以及人才的引进，以有效的手段全面地实施

客户知识管理。

文章通过大量文献的回顾，构建了客户知识管理研究模型。通过实证分析，深

入探讨了客户知识管理与企业绩效之间的关系。研究成果将有助于企业进一步开展

实施客户知识管理，并为此提供一定的理论指导。

关键词：客户知识；客户知识管理；客户响应能力；企业绩效

浙江财经学院硕士学位论文

III

ABSTRACT

The globalization of competition has completely changed the original boundary of

the competition, and the firm felt choppy and magnificent of market competition so

strongly. The uncertainty of the external competitive environment requires firm to be

good at comprehensive thinking of the development of firm. The customer has become

the most important assents, customer knowledge management is an effective means of

management, by acquisition, sharing, application and innovation of customer knowledge

to continue to generate revenue for the firm, improve the competitiveness of the firm.

This study focuses on the relationship between customer knowledge management and

firm performance, explores in depth the direct and indirect effects mechanism of

customer knowledge management on firm performance, testing the intermediary role of

customer response capacity. This finding of the study gives a measurement frame to help

organizations to effectively implement customer knowledge management.

By literature review, the author obtained that the customer knowledge management

includes four dimensions (customer knowledge accessing, customer knowledge sharing,

customer knowledge applying and customer knowledge innovating), and that customer

response capacity includes two dimensions of customer response speed and customer

response expertise. On the basis of balanced score card, the author construct customer

knowledge management card, measuring firm performance by four parts (economic

benefits, customer assets, process efficiency, learning and growth) and it forms one

dimension. On the basis of the views above, the author presented a theoretical model, and

on the basis of drawing on the previous questionnaire, the author designed a new

questionnaire. Then the author carried case interviews for respondents and a wide range

of sample survey questionnaire. Based on 190 valid samples, the paper takes an analysis

on data by using the statistical analysis software SPSS 15.0.

According to the results, the following conclusions:

(1) Different scale, founding years of enterprises, different customer knowledge

management level, different industry of firm and different serving customer, part

dimensions of customer knowledge management level are different.

(2) Customer knowledge management has a great impact on the firm performance ,

on the other hand, different customer knowledge management dimension has different

浙江财经学院硕士学位论文

impact on firm performance.

(3) Customer knowledge management has a great impact on customer response

capacity, on the other hand, different customer knowledge management dimension has

different impact on customer response capacity. Thereinto, customer knowledge

accessing, customer knowledge sharing, customer knowledge applying have a significant

impact on customer response capacity, but customer knowledge innovating has not a

significant impact on customer response capacity.

(4) Customer response capacity has a significant impact on firm performance and

different customer response capacity dimension has different impact on firm

performance.

(5) Customer response capacity plays an intermediary role between customer

knowledge management and firm performance. In details, the relationship between

customer knowledge sharing and firm performance is fully mediated by customer

response capacity, and customer response capacity is a partial mediator between

customer knowledge accessing, customer knowledge applying and firm performance, the

mediating effect of customer knowledge innovating does not exist.

In response to the findings, the authors propose the following recommendations,

first, the leader should attach great importance to customer knowledge management at

the strategic level, and also should attach importance to the cultivation of customer

responsiveness, and pay attention to the coordinate between customer knowledge and the

customer capacity. On the basis of actual condition, the enterprises should carry out

knowledge management systematically and comprehensively, and create new corporate

environment, and reinforce the support of information technology, increase capital to

support information technology platform and introduce talent actively, carry out customer

knowledge management by an effective means.

This paper reviews of abundant literature, and construct a model of customer

knowledge management. By the empirical analysis, this study discusses the relationship

between customer knowledge management and firm performance in depth. Research

results will help enterprises to carry out the implementation of customer knowledge

management, and to provide a theoretical guide.

Keyword: Customer knowledge; Customer knowledge management; Customer response

capacity; Firm performance

浙江财经学院硕士学位论文

第一章绪论....................................................................................................................... 1

第一节研究背景........................................................................................................ 1

第二节国内外研究现状............................................................................................ 2

第三节问题的提出.................................................................................................... 5

第四节研究的目的及意义........................................................................................ 5

第五节研究技术路线与研究方法............................................................................ 7

第六节研究创新........................................................................................................ 7

第七节研究重点、难点............................................................................................ 8

第二章文献综述............................................................................................................... 9

第一节客户知识的文献综述.................................................................................... 9

第二节客户知识管理的文献综述.......................................................................... 11

第三节企业的客户响应能力的文献综述.............................................................. 15

第四节客户知识管理绩效评价的文献综述.......................................................... 18

第三章影响路径、假设和模型构建............................................................................. 22

第一节客户知识管理影响企业绩效的路径.......................................................... 22

第二节研究假设...................................................................................................... 23

第三节模型构建...................................................................................................... 26

第四章问卷设计............................................................................................................. 27

第一节问卷设计流程.............................................................................................. 27

第二节变量的选取与测量...................................................................................... 27

第三节数据收集...................................................................................................... 31

第五章数据处理与研究结果......................................................................................... 33

第一节样本的描述性统计分析.............................................................................. 33

第二节信度分析...................................................................................................... 34

第三节效度分析...................................................................................................... 36

第四节客户知识管理的方差分析.......................................................................... 39

第五节变量相关分析.............................................................................................. 45

第六节变量回归分析.............................................................................................. 45

第七节客户响应能力的中介作用分析.................................................................. 48

第八节研究结果...................................................................................................... 51

浙江财经学院硕士学位论文

第六章研究结果讨论与展望......................................................................................... 53

第一节方差分析的讨论.......................................................................................... 53

第二节研究变量之间的关系讨论.......................................................................... 54

第三节研究结论...................................................................................................... 56

第四节理论价值与现实意义.................................................................................. 58

第五节研究局限...................................................................................................... 60

参考文献........................................................................................................................... 61

附录 1............................................................................................................................... 67

附录 2................................................................................................................................ 71

致谢................................................................................................................................... 72

浙江财经学院硕士学位论文

VII

图目录

图1- 1 Wayland and Cole的客户知识管理系统研究模型 ............................................ 2

图1- 2 Tiwana的客户知识管理研究模型 ...................................................................... 3

图1- 3 Gebert的客户知识管理模型............................................................................... 4

图2- 1 公司—客户间的知识交互及决策过程............................................................ 11

图2- 2 本文客户知识管理基本流程............................................................................ 13

图2- 3 客户知识转化与创新模型................................................................................ 15

图2- 4 平衡计分卡的四个维度.................................................................................... 20

图3- 1 客户知识管理对企业绩效的影响路径图........................................................ 22

图3- 2 研究模型............................................................................................................ 26

图5- 1 中介变量作用示意图........................................................................................ 49

图6- 1 客户知识管理对企业绩效的直接作用示意图................................................ 57

图6- 2 客户知识管理对企业绩效的间接作用示意图................................................ 57

浙江财经学院硕士学位论文

VIII

表目录

表2- 1 客户知识的分类................................................................................................ 11

表4- 1 企业绩效的测量问项........................................................................................ 28

表4- 2 客户知识管理流程的测量问项........................................................................ 30

表4- 3 客户响应能力的测量问项................................................................................ 31

表4- 4 预调查结果....................................................................................................... 32

表5- 1 样本企业基本情况分析.................................................................................... 33

表5- 2 被调查者基本情况分析.................................................................................... 34

表5- 3 样本问卷Cronbach’s ɑ系数值统计................................................................... 35

表5- 4 客户知识管理效度分析.................................................................................... 37

表5- 5 客户响应能力效度分析.................................................................................... 38

表5- 6 不同企业性质企业组的方差同质性检验........................................................ 39

表5- 7 客户知识管理均值在不同企业性质组的比较................................................ 39

表5- 8 不同行业企业组的方差同质性分析................................................................ 40

表5- 9 客户知识管理均值在不同行业组的比较 1..................................................... 40

表5- 10 客户知识管理均值在不同行业组的比较 2................................................... 41

表5- 11 服务客户不同组的方差同质性检验.............................................................. 41

表5- 12 客户知识管理均值在服务不同客户组的比较 1........................................... 41

表5- 13 客户知识管理均值在服务不同客户组的比较 2........................................... 42

表5- 14 不同企业规模组的方差同质性检验.............................................................. 42

表5- 15 客户知识管理均值在不同规模企业间的比较 1........................................... 43

表5- 16 客户知识管理均值在不同规模企业间的比较 2........................................... 43

表5- 17 不同成立年数企业组的方差同质性检验...................................................... 43

表5- 18 客户知识管理均值在不同成立年数企业间的比较...................................... 44

表5- 19 变量相关分析.................................................................................................. 45

表5- 20 客户知识管理对企业绩效的回归.................................................................. 46

表5- 21 客户知识管理对客户响应专长的回归.......................................................... 46

表5- 22 客户知识管理对客户响应速度的回归.......................................................... 47

表5- 23 客户响应能力对企业绩效的回归分析.......................................................... 48

表5- 24 客户响应专长对客户知识管理与企业绩效关系的中介作用检验.............. 49

表5- 25 客户响应速度对客户知识管理与企业绩效关系的中介作用检验.............. 50

表5- 26 假设结果汇总.................................................................................................. 51

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摘要：

浙江财经学院硕士学位论文I摘要全球化竞争彻底改变了原有的竞争边界，让企业强烈地感受到国际市场竞争的波涛汹涌与波澜壮阔。外部竞争环境的不确定性要求企业更加擅长对企业的发展作全面性的思考。而客户已经成为企业最重要的资产，客户知识管理作为一种有效的管理手段，通过获取、共享、应用和创新客户知识，来为企业不断创造收益，提高企业的竞争力。本研究以客户知识管理与企业绩效的关系作为研究主题，详细分析了客户知识管理对企业绩效的直接和间接影响，检验了客户响应能力的中介作用，为组织有效实施客户知识管理提供了一个理论框架。研究通过文献综述得出，客户知识管理主要包括客户知识获取、客户知识共享、客户知识应用和客户知识创新...

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