顾客知识管理能力对餐饮企业新产品优势的影响研究

发布时间：2018-01-19 10:42

本文关键词： 顾客知识管理能力餐饮企业顾客关系质量顾客知识交流质量新产品优势　出处：《华侨大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着社会经济的快速发展，物质经济发展越来越壮大，人们所能选择的产品也越来越多样化。另外，信息技术和网络经济的发展使得顾客获取信息的途径越来越多，但随之可能产生的影响却是顾客对企业的忠诚度越来越低，企业间的竞争变得越来越激烈，对顾客的争夺逐渐白热化。因此，在多选择的情况下，顾客对企业产品和服务的要求也变得越来越高，而企业要想生存并在领域之内立于不败之地，除了要有坚实的产品质量作为保障之外，，还需要充分地了解顾客的需求，而结合顾客需求最终生产出令顾客满意的产品则是企业不断获得成功的关键因素。近年来，越来越多的企业已经认识到顾客角色由以前的被动地位转变为主动，顾客才是企业恒久生存的关键因素，越来越多的企业也已经将顾客作为合作创新的伙伴纳入新产品开发的流程，加强企业与顾客之间的互动交流，培养员工识别顾客知识，并通过与顾客良好的沟通获取顾客知识的能力，最终将其转变成对企业有价值的内部共享知识，以此降低市场不确定性，防范创新风险，创造出令顾客满意的新产品。本研究在结合了知识管理和顾客关系管理的理论基础之上，研究了企业通过建立顾客知识管理内部基础设施环境以及加强顾客知识管理流程处理能力两个方面来构建企业的顾客知识管理能力，并通过研究顾客知识管理能力流程中的两大中间产物——顾客关系质量以及顾客知识交流质量对企业新产品优势的影响来验证顾客知识管理能力对餐饮企业新产品优势的影响。首先，本研究在对顾客知识管理能力的相关文献阅读以及对餐饮企业内部员工的访谈基础上构建了顾客知识管理能力对新产品优势影响的概念模型，并据此提出研究假设。然后，通过问卷调查以及运用数理统计方法进行实证分析，最后得出本文的研究结论为餐饮企业顾客知识管理能力对新产品优势具有正向影响作用，并且在顾客知识管理活动的过程中通过提升企业与顾客之间的关系质量以及顾客知识交流质量进而也能够对新产品优势产生间接的正向影响作用。
[Abstract]:With the rapid development of social economy, the material economy is growing stronger and stronger, and the products people can choose are becoming more and more diversified. With the development of information technology and network economy, there are more and more ways for customers to obtain information, but the possible impact is that the loyalty of customers to enterprises is becoming lower and lower, and the competition between enterprises becomes more and more fierce. The competition for customers is becoming more and more intense. Therefore, in the case of multiple choices, customers' requirements for enterprise products and services have become increasingly high, and enterprises want to survive and stay in an invincible position in the field. In addition to solid product quality as a guarantee, we also need to fully understand the needs of customers. In recent years, more and more enterprises have realized that customer role has changed from passive status to active. The customer is the key factor for the enterprise to survive for a long time. More and more enterprises have brought the customer into the process of new product development as a partner of cooperation and innovation, and strengthened the interactive communication between the enterprise and the customer. Train employees to identify customer knowledge, and through good communication with customers to acquire customer knowledge, and ultimately transform it into valuable internal shared knowledge to reduce market uncertainty. Guard against innovation risk and create new products that satisfy customers. This study is based on the theory of knowledge management and customer relationship management. This paper studies how to build the customer knowledge management capability by establishing the internal infrastructure environment of customer knowledge management and strengthening the processing ability of customer knowledge management process. And by studying the effect of customer relationship quality and customer knowledge exchange quality on the advantages of new products in the process of customer knowledge management ability, the paper verifies that customer knowledge management ability affects the new production of catering enterprises. The influence of product superiority. First of all, on the basis of reading the relevant documents of customer knowledge management ability and interviewing the employees of catering enterprises, the paper constructs a conceptual model of the influence of customer knowledge management ability on the advantage of new products. And then, through the questionnaire survey and the use of mathematical statistics to carry out empirical analysis. Finally, the conclusion of this paper is that the customer knowledge management ability of catering enterprises has a positive impact on the advantages of new products. And in the process of customer knowledge management activities, by improving the quality of the relationship between enterprises and customers and the quality of customer knowledge exchange, it can also have an indirect positive impact on the advantages of new products.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719.3

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