基于关系嵌入的客户知识管理绩效影响机制研究

发布时间：2018-05-27 13:04

本文选题：客户知识管理绩效 + 关系嵌入　；参考：《东华大学》2013年博士论文

【摘要】：20世纪80年代以后,技术进步的突飞猛进导致企业产品生命周期越来越短,而消费者的日趋成熟,以及在市场自由化驱动下消费转移壁垒的降低,都使得企业对消费需求的动态变化越来越难以琢磨和认知。这种基于技术与市场的动态性所带来的市场竞争的激变让企业变得疲于奔命。另一方面,欧美企业迫于竞争加剧的减员策略在削减成本的同时却破坏性地造成了企业知识资产的流失。在此情势下,欧美企业抱住了以稳固客户关系并延长客户忠诚周期为主旨的客户关系管理的大腿以规避上述的经营风险。但是,不幸地是,来自企业的调查显示,客户关系管理并没有能够很好地履行它的使命,拯救企业于倒悬。进入21世纪,企业面对的商业环境继续呈现出更趋动态而复杂的态势。在应对不确定性且复杂的21世纪商业环境挑战的背景下,企业不断对客户关系管理进行反思,并通过对一些应对复杂性环境挑战而创新变革价值创造活动并获得巨大成功的企业进行参详,来不断地变革自己的商业思维。而这一商业思维剧变的核心,就是知识要素已经无可替代地成为决定企业核心竞争优势的重要资产。同时,学者们基于知识经济对商业价值创造活动影响的实证研究与田野观察,也证实了这种趋势的不可逆转。由此,在营销创新实践和科学研究前沿领域中,以客户知识的获取、转移、分享、创造为核心价值活动的客户知识管理开始被极大地关注并被赋予了更高的期许。但是,企业的客户知识管理是否会遭遇到客户关系管理曾经同样的尴尬呢? 为此,如何有效地实施企业的客户知识管理,使之成为真正的迎接市场竞争挑战的利器,是管理学术界的重要使命。因此,借助于科学的逻辑推演或实证的科学验证,探索出客户知识管理的成功策略,将能保证企业在此方面的实践有科学的指引,或者有解困之路,不至于摔倒了却爬不起来。目前,学术界和企业界的共识在于,知识源自于客户,来源于客户知识管理所定义的广义客户群体。而这种广义客户包括了以消费者、战略伙伴、上下游企业为代表的外部客户,也包括了以企业雇员、股东和管理团队为代表的内部客户。所以,如何实现对内、外部客户的知识管理成为了企业运营模式和战略思维创新的一个亮点。借助于对那些面对动态复杂环境转型成功企业的考察(例如通用、苹果、IBM等),这些市场绩效,尤其是营销绩效卓越的企业恰恰是应对复杂知识网络环境的杰出学习代表。他们在持续地与内外部客户进行良性互动中,借助于深度与广度的关系嵌入,实现了对广义客户构成的知识网络的整合与开发,并通过推动组织学习,从而有效地促进了显性和隐性知识的挖掘、整合、应用和创新,并最终促成企业客户知识管理能力与绩效的显著提升。由此,就企业客户知识管理的系统而言,存在着知识网络的关系嵌入、组织学习和客户知识管理绩效三者之间动态演化的影响关系。为此,本研究的核心问题就是试图去探索客户知识管理绩效影响机制的内在关系机理和优化策略是什么?对此问题的探究,论文从以下的逻辑层次和相关的研究内容进行了探索性的逻辑推演和实证研究。 (1)以逻辑推演的方式构建了客户知识管理绩效的影响机制模型。论文以客户管理理论的变迁,以及出现在两家企业中实际的客户知识管理的困境为引子,依据成熟的“战略(环境)→结构(行为)→绩效(产出)”的管理学研究范式,借鉴SECI知识螺旋理论和知识Ba理论建构了企业客户知识管理的系统框架和影响机制模型。该模型意味着企业在环境动态性的冲击下,促进企业核心知识资产增长和客户知识管理绩效提升,将采取嵌入外部和内部客户知识网络的策略,并在组织学习行为的推动下,实现对企业广义客户知识的获取、分享、转移与创造。因此,本研究涉及的相关理论包括了环境动态性理论、关系嵌入理论、组织学习理论和客户知识管理理论。 (2)对客户知识管理绩效影响机制的探究所涉及到的管理构念进行了量表的设计与科学检验。论文对研究主题的深入,将引用的管理构念包括：环境动态性、关系嵌入、组织学习、客户知识管理绩效等。为了实证研究的需要,本研究在借鉴成熟量表和自行开发量表的基础上,进行了上述构念的量表设计和检验。由于上述管理构念的量表开发往往根植于西方的管理实践和管理情境,因此,基于中国企业实践的量表开发,将为基于中国情境的管理研究提供有益的参考。 (3)对客户知识管理绩效的影响机制进行了实证研究。本研究基于回归分析的研究工具,具体考察了“内、外部关系嵌入(前因变量)→组织学习(中介变量)→客户知识管理绩效(结果变量)”的各个潜变量之间的影响关系,组织学习的中介效应以及环境动态性的调节效应等,从而阐述了客户知识管理绩效的影响机制,为进一步提出客户知识管理的策略设计奠定了科学基础。 (4)基于客户知识网络的内、外部关系嵌入视角,对客户知识管理绩效的影响机制进行了基于实证的比较研究。在构建客户知识管理绩效影响机制模型的基础上,本研究以结构方程分析方法为依据,验证并比较了企业知识网络的“内、外部关系嵌入→组织学习→客户知识管理绩效”内在影响机制的差异性。本研究以199家企业为研究样本,通过模型的推演和实证分析,借助于回归分析技术和结构方程模型拟合技术,得到了以下的关键结论： (1)关系嵌入直接影响了客户知识管理绩效的提升。 (2)组织学习在外部关系嵌入与客户知识管理绩效之间起部分中介作用,组织学习在内部关系嵌入与客户知识管理绩效之间起完全中介作用。 (3)技术环境动态性对外部关系嵌入与客户知识管理绩效之间起正向调节作用,而技术环境动态性对内部关系嵌入与客户知识管理绩效之间不具有调节作用。 (4)通过对内、外部关系嵌入与客户知识管理绩效内在影响机制的模型比较,探索性地得出了其他21个有意义的研究结论。事实上,大量的理论研究和实证检验证明,企业成功的关键是企业与足够数量的“资源门户”建立网络联系。并且企业网络的异质性越高,企业成功的概率越大。此外,企业网络还有助于企业的知识获取、知识利用、风险投资青睐和提升企业绩效。特别是,在知识经济条件下,企业的日常行为和创新决策几乎总是镶嵌在特定的知识网络情境中,而非存在于完全独立的“孤岛”里。因此,基于知识网络理论和社会资本中关系嵌入理论的企业客户知识管理绩效影响机制研究,为破解企业绩效差异性的命题提供了有力的研究工具和理论视角。由此,本研究的研究结果在理论研究和应用创新方面的学术价值体现为如下的描述： (1)客户知识的获取必须置于一个网络环境,即组织内客户知识网络和组织间客户知识网络。因此,基于这种判断,本研究采用企业知识网络关系嵌入的研究视角探究客户知识管理绩效的影响机制,为客户知识管理理论的深化提供了理论研究的新视角和实证结论。 (2)有关客户知识管理绩效影响机制的研究乏善可陈。本研究基于SCP(战略—行为—绩效)的研究范式,提出了客户知识网络关系嵌入→组织学习行为→客户知识管理绩效的研究框架,并对这一模型给出了实证研究结论,从而对理论创新和应用研究进行了有益的探索和补充。 (3)对内、外部客户知识网络关系嵌入对客户知识管理绩效内在影响机制的比较研究,可以为企业客户知识管理的策略优化和组织学习的改进路径提供有价值的意见和建议,为企业的实践应用提供研究型支持。
[Abstract]:After 1980s, the rapid progress of technology has led to the shorter life cycle of the enterprise products, and the growing maturity of the consumer and the reduction of the consumption transfer barriers driven by the liberalization of the market all make the enterprises more and more difficult to understand and understand the dynamic changes in the consumption demand. This is based on the dynamics of technology and market. On the other hand, European and American enterprises are forced to cut costs while cutting costs and disrupt enterprise knowledge assets. In this situation, European and American enterprises hold customers with a firm customer relationship and extended customer loyalty cycles. The relationship management thigh to avoid the above business risk. But, unfortunately, the survey from the enterprise shows that CRM has not been able to perform its mission well and save the enterprise from overhanging. In twenty-first Century, the business environment faced by the enterprise continues to become more dynamic and complex.
In response to the uncertainty and complexity of the twenty-first Century business environment challenge, enterprises constantly reflect on customer relationship management and continue to change their business thinking through a number of enterprises that have been innovating and innovating value creation and great success to cope with the challenges of the complex environment. The core of the upheaval is that the knowledge elements have become an irreplaceable important asset to determine the core competitive advantage of the enterprise. At the same time, the empirical research and field observation based on the influence of knowledge economy on business value creation also confirm the irreversible trend of this trend. Thus, the practice of marketing innovation and the frontier of scientific research In the field, customer knowledge management with customer knowledge acquisition, transfer, sharing, and creation as the core value activity began to be greatly concerned and given higher expectations.
However, will the customer knowledge management of enterprises encounter the same awkwardness of customer relationship management?
Therefore, how to effectively implement the enterprise's customer knowledge management and make it a real weapon to meet the challenge of the market competition is an important mission to manage the academic circle. Therefore, the successful strategy of customer knowledge management will be explored with the help of scientific logic deduction or empirical scientific verification, which will ensure that the practice of the enterprise is scientific in this respect. The guidance, or the way to overcome difficulties, will not fall down but not climb up.
At present, the consensus of the academia and the business community is that knowledge originates from the customer and comes from the broad customer group defined by customer knowledge management. This broad customer includes external customers represented by consumers, strategic partners, upstream and downstream enterprises, and internal customers represented by enterprise employees, shareholders and management teams. Therefore, how to achieve knowledge management of internal and external customers has become a highlight of enterprise operation mode and strategic thinking innovation.
With the help of surveys of successful enterprises facing a dynamic and complex environment (such as general purpose, apple, IBM, etc.), these market performance, especially those with excellent marketing performance, are outstanding learning representatives to cope with the complex knowledge network environment. They are in a healthy interaction with the internal and external customers, with the aid of depth and breadth. Relational embeddedness realizes the integration and development of knowledge networks composed of broad customers, and by promoting organizational learning, it effectively promotes the mining, integration, application and innovation of explicit and implicit knowledge, and ultimately promotes the ability and performance of enterprise customer knowledge management. Thus, the system of enterprise customer knowledge management is the system of enterprise customer knowledge management. In other words, there is a dynamic relationship between knowledge network embeddedness, organizational learning and customer knowledge management performance, and the dynamic evolution between the three.
Therefore, the core of this study is to try to explore the internal relationship mechanism and the optimization strategy of the performance impact mechanism of customer knowledge management, and to explore the logical inference and evidence research from the following logical level and related research content.
(1) the impact mechanism model of customer knowledge management performance is constructed by logical deduction. The thesis is based on the change of customer management theory and the predicament of the actual customer knowledge management in two enterprises as a guide, and based on the mature management research paradigm of "strategic (environment) structure (row for)" and "performance (output)", drawing on the SECI Knowledge helix theory and knowledge Ba theory construct the system framework and influence mechanism model of enterprise customer knowledge management. This model means that the enterprise will promote the growth of enterprise core knowledge assets and improve the performance of customer knowledge management under the impact of environment dynamic, and will adopt the strategy of embedding external and internal customer knowledge network. With the promotion of learning behavior, the knowledge acquisition, sharing, transfer and creation of enterprise generalized customer knowledge are realized. Therefore, the related theories involved in this study include the theory of environmental dynamics, the theory of relationship embeddedness, the theory of organizational learning and the theory of customer knowledge management.
(2) the design and scientific inspection of the management structure involved in the research on the impact mechanism of customer knowledge management performance are carried out. The thesis is deeply concerned with the research topics, including the environmental dynamics, relationship embeddedness, organizational learning, and customer knowledge management performance. For the need of empirical research, this study is used for reference. On the basis of the maturity scale and the self-development scale, the scale design and test of the above-mentioned construction are carried out. The scale development of the above management is often rooted in the management practice and management situation in the West. Therefore, the scale development based on the practice of Chinese enterprises will provide useful reference for the Management Research Based on the Chinese situation.
(3) An Empirical Study on the impact mechanism of customer knowledge management performance is conducted. Based on the research tools of regression analysis, this study investigates the relationship between the latent variables of "internal, external relationship embeddedness (antecedent variables), organizational learning (intermediary variable), customer knowledge management performance (result variable)", and the intermediary of organizational learning. The effect and the regulation effect of environmental dynamics are introduced, and the influence mechanism of customer knowledge management performance is expounded, which lays a scientific foundation for the further development of the strategy design of customer knowledge management.
(4) based on the internal and external relationship embeddedness perspective, the impact mechanism of customer knowledge management performance is empirically compared. On the basis of constructing the model of the impact mechanism of customer knowledge management performance, this study uses the structural equation analysis method as the basis to verify and compare the "inside and outside" of the enterprise knowledge network. The difference of the internal influence mechanism between the relationship embeddedness, organizational learning and customer knowledge management performance.
In this study, 199 enterprises are used as research samples. Through the deduction and empirical analysis of the model, the following key conclusions are obtained by means of regression analysis and structural equation model fitting.
(1) relational embeddedness directly affects the improvement of customer knowledge management performance.
(2) organizational learning plays a partial intermediary role between the embeddedness of external relationship and the performance of customer knowledge management. Organizational learning plays a complete intermediary role between internal relationship Embeddedness and customer knowledge management performance.
(3) there is a positive adjustment between the dynamic external relationship embeddedness of the technology environment and the performance of customer knowledge management, and the dynamic nature of the technology environment does not regulate the internal relationship Embeddedness and the performance of customer knowledge management.
(4) by comparing the internal and external relationship embeddedness with the internal impact mechanism of customer knowledge management, 21 other meaningful research conclusions are explored.
In fact, a large number of theoretical and empirical tests prove that the key to the success of a business is to establish a network connection with a sufficient number of "resource Portals". The higher the heterogeneity of the enterprise network, the greater the probability of success for the enterprise. In addition, the enterprise network will also help the enterprise's knowledge acquisition, knowledge utilization, venture investment favor and promotion. In particular, under the condition of knowledge economy, the daily behavior and innovation decision of the enterprise are almost always embedded in the specific knowledge network situation, rather than in the completely independent "isolated island". Therefore, the research on the influence mechanism of enterprise customer knowledge management performance based on the theory of knowledge network and the theory of relationship embeddedness in social capital. It provides a powerful research tool and theoretical perspective to solve the proposition of enterprise performance difference, and the academic value of this research results in theoretical research and application innovation is described as follows:
(1) the acquisition of customer knowledge must be placed in a network environment, namely, the customer knowledge network within the organization and the Inter Organizational customer knowledge network. Therefore, based on this judgment, this study uses the research perspective of the enterprise knowledge network relationship to explore the influence mechanism of the customer knowledge management performance, and provides a theory for the deepening of the theory of customer knowledge management. New perspectives and empirical conclusions of the study.
(2) the research on the impact mechanism of customer knowledge management performance is weak. Based on the research paradigm of SCP (strategic behavior performance), the research framework of the embeddedness of customer knowledge network relationship, organizational learning behavior, and customer knowledge management performance is proposed, and the empirical research conclusions are given to the model, thus the theoretical innovation is made. And it is a useful exploration and supplement.
(3) a comparative study on the internal influence mechanism of the internal and external customer knowledge network relationship on the performance of customer knowledge management can provide valuable suggestions and suggestions for the strategy optimization of enterprise customer knowledge management and the improvement path of organizational learning, and provide research support for the practice and application of the enterprise.
【学位授予单位】：东华大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F272

【参考文献】