An empricial study of customer knowledge as a factor of customer relation management : an extended customer knowledge competence model

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An empricial study of customer knowledge as a factor of customer relation management : an extended customer knowledge competence model

 

Author: Kwok, Ka-ho
Title: An empricial study of customer knowledge as a factor of customer relation management : an extended customer knowledge competence model
Year: 2004
Subject: Hong Kong Polytechnic University -- Dissertations
Customer relations -- Management
Department: Graduate School of Business
Pages: 54 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1781583
URI: http://theses.lib.polyu.edu.hk/handle/200/5081
Abstract: Customer knowledge competence is the important facet of customer relationship management (CRM) that leads to successful implementation. This study examines the determinant factors of customer knowledge competence and its relationship to CRM impact. The theoretical foundation of this study is drawn from Customer Knowledge Competence Model (CKCM), and an extended model of CKCM was developed. A quantitative survey was conducted to verify the factors of the extended CKCM and to measure the inter-relationship among them. 57 valid questionnaires were collected in the survey. The survey revealed that flexible Marketing/IT Interface and Employee Empowerment are the key factors of CKCM. The survey also shows that Customer Information Process and Senior Management Involvement have positive impact on Marketing/IT interface. This study provides some insights for CRM practitioners to re-design the internal organizational processes for better customer knowledge competence, which in turn lead to more successful CRM implementation.

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