题名

市場導向、關係行銷能力與顧客知識管理能力對企業資本之影響

并列篇名

The Effects of Market Orientation, Relationship Marketing Capabilities and Customer Knowledge Managerial Capabilities on Enterprise Capital

DOI

10.6656/MR.2006.25.2.CHI.29

作者

黃識銘(Shyh-Ming Huang)；方世榮(Shyh-Rong Fang)

关键词

市場導向 ； 關係行銷能力 ； 顧客知識管理能力 ； 企業資本 ； Market Orientation ； Relationship Marketing Capabilities ； Customer Knowledge Managerial Capabilities ； Enterprise Capital

期刊名称

管理評論

卷期/出版年月

25卷2期（2006 / 04 / 01）

页次

29 - 60

内容语文

繁體中文
中文摘要

知識與關係皆是重要的企業資本，本文從顧客面探討顧客知識資本與顧客關係資本。企業欲獲得並累積顧客知識資本及關係資本，有賴良好的關係行銷策略與知識管理。此外，市場導向是一種以顧客為中心的策略性思考，有助於引領企業發展與建立顧客關係與蓄積顧客知識之經營能力。本研究試圖建立一個整合性的架構，探討市場導向對關係行銷能力與顧客知識管理能力的影響，以及這兩種能力與企業資本的關係。本研究以資訊軟體業為母體，共獲得109份有效樣本，並進行線性結構方程式模型分析。實證結果發現，市場導向會正向顯著影響關係行銷能力與顧客知識管理能力；顧客知識管理能力會正向顯著影響關係行銷能力；關係行銷能力會正向顯著影響企業資本。此外，顧客知識管理能力與關係行銷能力皆對市場導向與企業資本具中介效果。最後本研究提出建議與未來研究方向。
英文摘要

Both knowledge and relationship are important enterprise's capital. This paper investigates customer knowledge capital and customer relationship capital. However, enterprise have to gain and accumulate these capitals effectively rely on implementing relationship marketing and knowledge management. Market orientation focuses on customer strategic logic, and it can help enterprise to develop and build customer relationship, customer knowledge managerial capabilities. This paper purposes that build global framework, explore market orientation effect on relationship marketing capabilities and customer knowledge managerial capabilities, and these capabilities influence to enterprise's Capital. Empirical data of this study randomly selected from CISA, there are total 109 valid samples. Use LISREL test research framework. Results reveal that market orientation significantly positive effect relationship marketing capabilities and customer knowledge managerial capabilities, customer knowledge managerial capabilities significantly positive effect relationship marketing capabilities, and relationship marketing capabilities significantly positive effect enterprise capital. Furthermore, customer knowledge managerial capabilities and relationship marketing capabilities have mediated effects upon the impact of market orientation impact on enterprise capital. Finally, according to the conceptual framework and research findings, we draw upon some suggestions for the management policies and academic implications for the future research.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 林妙錦(2016)。企業的飢餓行銷影響消費者口碑與購買意願之研究。淡江大學管理科學學系碩士班學位論文。2016。1-92。 
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