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Customer Knowledge Absorptive Capacity Ascension Research

Author: XuPeiLei
Tutor: WangTianChun
School: Dongbei University of Finance
Course: Marketing
Keywords: Customer Relationship Management Customer Knowledge Management Customer knowledge absorption capacity Commercial bank
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 92
Quote: 0
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Abstract


With the rapid growth of the global economy, the market environment is increasingly complex, enterprises are faced with the intensity of competition in the market is constantly increasing. The center of gravity of the competition in order to adapt to changes in the competitive environment, and to ensure an invincible position in the market competition, more and more enterprises shift from competition, service competition to compete for customers. \Order to better play the role of customer relationship management, customer relationship management performance, enhance the customer competitiveness, customer knowledge management gradually academics and business concerns. Commercial banks as a knowledge-intensive service industries, its management must be customer-oriented, client resources has become critical resources of the commercial banks and one of the core elements. Particularly emphasis on customer relationship management and customer knowledge management in increasingly complex financial market environment, the competition continues to intensify, so that the commercial banks, the banking sector has also become one of the most successful industry in the implementation of customer relationship management. Customer knowledge absorption capacity, as a customer relationship management system is an important part of customer knowledge management and indicators, The domestic current research also relatively small, is more a lack of research for commercial banks. In recent years, Shanghai Pudong Development Bank is more successful in the implementation of customer relationship management, at the forefront of the domestic banking sector, in particular, higher levels of customer knowledge absorption capacity, has a good reference and representatives in customer relationship management sex. This article in the Shanghai Pudong Development Bank as a case study with case studies from commercial banking customers enhance knowledge absorption capacity perspective. Absorptive capacity model framework based on the Zahra George customer knowledge, this paper correction and build customer knowledge absorption capacity factor model and use this model to case studies of the Shanghai Pudong Development Bank, and eventually draw the following conclusions: (1) the impact of the commercial banks customer knowledge absorption capacity of the main factors include three aspects, strategic direction, staff motivation and support systems; (2) three factors are not independent but interrelated influence. Based on the conclusions of this study enhance knowledge absorption capacity of our commercial banking customers are given some strategic advice, want to be able to use this for commercial banks to provide some important marketing revelation: the commercial banks should enhance customer knowledge from the five key dimensions absorption capacity, (1) good hardware support system; (2) a reasonable organization of system architecture; (3) Providing timely and relevant staff training; (4) proper appraisal system; (5) knowledge sharing environment. The author is limited of customer knowledge absorption capacity of the commercial banks to enhance research has some limitations, including case selection, limitations on the scope of the investigation as well as research models, and hope to be able to continue to be studied to constantly improve.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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