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    题名: 以服務主導邏輯為基礎探討顧客知識管理：模式發展、系統建置與績效評估
    其它题名: &Quot;Customer Knowledge Management Based on Service Dominant Logic: Model Development, System Implementation and Performance Evaluation&Quot
    作者: 李有仁
    贡献者: 國立政治大學資訊管理學系
    行政院國家科學委員會
    关键词: 顧客知識管理
    日期: 2011
    上传时间: 2012-08-30 15:51:21 (UTC+8)
    摘要: 『以服務主導邏輯為基礎探討顧客知識管理: 模式發展、系統建置與績效評估』 摘要 服務主導邏輯所強調的是如何增進於新產品或新服務開發時的顧客參與，透過顧客知識來增進 企業競爭力，並且將顧客視為價值共創者。然而顧客知識屬於一種互惠概念，必須以不同的供 給與需求方向來看待。例如，當顧客有產品或服務使用上的疑問時，企業可以是知識供應端， 提供其顧客所需的使用知識。相反地，若企業欲透過知識管理來與其顧客拉近距離時，顧客亦 可將其所知悉的知識提供予企業；此時企業成為知識需求端。因此，顧客知識管理宜以不同之 供需角度探討之。雖然顧客知識管理是一種讓企業更具競爭力之方法，但如何藉由資訊系統的協 助來取得關於顧客的知識 (如購買行為)、顧客提供的知識 (產品使用經驗) 以及提供給顧客的知識 (使用問題排除)，仍未受到過去受到研究的重視且缺乏整體之探討。本研究擬以三年為期，探討 顧客知識管理之理論架構、發展顧客知識管理系統，並將此系統實際導入企業以驗證其對經營 績效之影響。預期之系統成效為：(1) 企業得以迅速且準確地針對顧客知識需求予以滿足、(2) 得知顧客於購買前後究竟在探尋什麼知識、 (3) 哪些事物為顧客尚未從現有產品或服務中獲得 充分滿足、(4) 透過現有顧客所提供的知識來爭取未來可能的潛在顧客，使其轉化為消費顧客、 (5) 瞭解市場結構是否因流行趨勢變化或競爭對手的動作而有所改變。企業如果想要瞭解顧 客，不僅是將所獲取的顧客知識予以量化，更重要的是要將顧客、知識與管理三者結合於顧客 知識管理之實際行動上，進而成為組織的智慧資本。本研究相信，相較於過去顧客關係管理所 重視的顧客慰留；當代企業應將顧客知識管理焦點放在顧客知識供給與需求之釐清、知識的獲 取、知識儲存以及知識處理之上。若忽略了顧客知識管理與營運流程應有的適配，企業將無法設 計出符合顧客需求之產品或服務，使得顧客滿意度降低、進而導致企業喪失競爭優勢與經營績效。
    Customer knowledge management based on service dominant logic: model development, system implementation and performance evaluation ABSTRACT The focus of service dominant logic (SDL) is to emphasize the importance of customer participation during new product or service development. This logic suggests that customer knowledge is the source of competitiveness of enterprises and customers should be treated as a value co-creator with enterprises. However, customer knowledge is a reciprocal concept which contains different directions between supply and demand. For example, customers can receive the solution provided by the enterprise when facing the usage problems of products or services, at this time, the enterprise is a knowledge provider. Conversely, understanding of customers can be improved by using the knowledge provided by customers, the role of enterprises in now changing to knowledge demander. Thus, it is necessary to discuss knowledge supply and demand in different directions. Although customer knowledge management (CKM) is the way in which enterprises know more about their customers, how to use the information system to get the knowledge about customers, knowledge provided by customers and knowledge providing to customers are still unclear. The purposes of this three-year project are to explore the theoretical model of CKM, to design a CKM system, and to implement this system in enterprises. Specifically, the performance of the system will also be evaluated. By using the system, enterprises can realize: (1) How to provide the needed knowledge for their customers in a timely manner. (2) What knowledge customers are looking for before and after their purchases. (3) Whether the service (or the product) performance fits their customers’ expectations. (4) How to attract potential customers through existing customer knowledge and convert them into active customers. (5) How to understand the trend of the market structure and become aware of marketing strategies designed by their competitors. It is important to note that knowledge quantification is just the first step to understand customers. What we need is to accumulate intelligent capital by integrating management, knowledge, and customers into a feasible CKM action. In contrast to customer relationship management, we believe that it is very unlikely to design a satisfied service (or a product) for customers if we do not take customer knowledge management and business process into account.
    關聯: 商品化
    學術補助
    研究期間:10008~ 10107
    研究經費:1127仟元
    数据类型: report
    显示于类别:[資訊管理學系] 國科會研究計畫

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