動態能力、顧客知識管理能力與經營績效關係之研究

Dynamic Capabilities, Customer Knowledge Management Competence and Business Performance

本研究以動態能力觀點為理論基礎，來驗證顧客知識管理能力對經營績效之影響。以國內汽車銷售廠商與金融保險廠商為研究對象進行問卷調查，並輔以5家汽車經銷高階主管之深度訪談，來了解廠商推動顧客關係管理之實務作為。研究結果發現，企業動態能力之程序構面對顧客知識管理能力間各子構面要素有正向顯著影響；動態能力程序構面之「組織學習」與「重置轉換資源」2個子構面，對企業落實「顧客導向組織文化」與「資訊技術系統」有正向的顯著影響，進而有利於經營績效之提升。在個案訪談發現，經銷商高階主管普遍認為，建置顧客關係管理資訊系統固然重要，但如何藉由「組織學習」與「重置轉換資源」等概念，具體落實於企業全體員工，改變企業全體之觀念與服務作為，才是影響經營績效之關鍵要素。本文由動態能力觀點來檢視多種顧客知識管理能力之間，哪些能力構面是較為重要，哪些則是次要。此議題對於管理與資訊化極為重要，尤其是分析與確認各種顧客知識管理能力的優先及重要順序，是企業管理與資源最佳化的重要參考。

This research adopts ”dynamic capabilities view” to explore the impact of customer knowledge management competence (CKMC) on performance. We use questionnaires to collect the data of car sellers and insurance firms in Taiwan. Also we take an interview with 5 senior top managers. The results of the research are summarized as follow: (1) it can conclude that the ”process” dimension of dynamic capabilities has an influence on CKMC's each sub-construct. (2) there are two sub-dimensions of ”process”, namely ”organizational learning” and ”resource reconfiguration”, have positive and significant effect on performance. (3) In the part of interview with five senior top managers, most of them suggest that CRM is important to firm's performance. However, it is the most important for firms to implementation CRM strategy by organizational learning and resource reconfiguration. The results of this research are essential for academic and managerial purposes because they try to fill, to some extent, the gap that exists between CKMC and performance.