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Research on Theory and Application of Obtaining and Leveraging Customer Knowledge Oriented CRM

Author: ZouNongJi
Tutor: FengJunWen
School: Nanjing University of Technology and Engineering
Course: Management Science and Engineering
Keywords: Customer Relationship Management (CRM) Customer Knowledge Management (CKM) Knowledge Acquition Customer Value Absorptive Capacity Knowledge Commitment Game Theory Optimal Control Kano Model
CLC: F274
Type: PhD thesis
Year: 2008
Downloads: 899
Quote: 1
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Abstract


With the development of network economics and the fury of the Competition,the status and roles of customers have taken great place.Customer-related knowledges are increasingly significant for enterprises’ survival,and they have becoming one of the key assets in enterprise.It forced enterprises to develop and maintain the relationship with customers at a strategy level to gain customer knowledge,so as to improve the CRM performance.The paper aims at to develop an integrated framework for obtaining and leveraging customer knowledge oriented CRM on the bases of uncovering the current traps and problems in customer knowledge management researches and practices.The main contents are as follows:1.Through analyzing the new consume characteristics of customer and the changes of customers’ role,retrospecting the origins and divergent perspectives of customer knowledge management.The paper proposes that customer knowledges are exsited in the application of CRM in enterprises and the purpose of customer knowledge management is to improve the competence of CRM.Based on this,a framework of customer knowledge management oriented CRM is set up,which involves four dimentions of customer knowledge:knowledge about customers,knowledge for customers,knowledge from customers and knowledge co-creation.Meanwhile,the approaches to manage every dimension of customer knowledge in the enterprises nowadays are analysized.2.Absorptive capacity for enterprises to obtain customer knowledge is studied.A conceptual framework of customer-related knowledge absorptive capacity is introduced, and the external and internal antecedents to the construct are discussed,the influence of customer-related knowledge absorptive capacity to customer relationship management performance.We propose that customer relationship performance could at least partly be explained by the capability of the supplier firm to acquire,assimilate,transform and exploit customer-related knowledge.3.The problem of how to rfiake cutomers share their knowledge with emterprise is studied.Customers share the knowledge of requirements to product,suggestions and complain to gain certain benefits,and enterprises learn and acquire customer knowledge before balancing the value of customer knowledge and the cost of acquiring customer knowledge.The emotion of customers share knowledge is anysized and the paper gets the solution to subgame perfect Nash equilibrium by complete information dynamic game analysis in customer knowledge sharing process,in order to find the condition of realizing customer knowledge sharing.It brings forward some appropriate advices for the problem that little prompting mechanism and reveals the essence that enterprise and customers achieve their most profit s in knowledge sharing.4.It is very important to optimize the efforts to obtain customer knowledge.From the interactive perspective between customers and enterprises,knowledge commitments are defined and analyzed,and we consider four main factors that drive the levels of knowledge commitments between enterprises and customers:the trust,the perceived value delivery, the opportunism and the efforts to obtain customer knowledge of the enterprises.Then, based on the theory of optimal control,the problem on the decision of customer knowledge acquiration efforts is studied.A time-variant model on the policy of customer knowledge acquiration efforts is set up and discussed.Then the optimal policy is obtained and it can be applied in the field of customer knowledge management.5.The Discovery and application of customer knowledge based on Kano model is discussed.In a knowledge management domain,an important task is the conversion of tacit knowledge into explicit knowledge,The methods of knowledge discovery and data mining in tradition are concerned only with the development of a new data mining algorithm with the view of pattern extraction rather than focusing on the usefulness and comprehensibility of those knowledge discovery models,but they neglect persons behind the stage of transaction and their motivation,therefore,a well-established Kano’s Method has come up to demand and extract customer knowledge for attractive quality creation in customer relationship management projects.As a consequence,a Kano-CKM model with a methodology to delineate precisely the process of customer knowledge discovery for innovative product development is proposed.It can elicit tacit customer knowledge that can be converted into codified knowledge in order to capture a customer’s attitude toward products under development.Based on this,enterprises can segment customers and make effective marketing decisions,so as to achive excellence performance in CRM projects.

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