臺灣博碩士論文加值系統

在知識基礎競爭環境下，知識乃是企業競爭優勢的泉源，然而知識來源不限於內部管道，外部知識亦是關鍵因素。聰明的企業知道經由銷售人員和顧客的直接互動，取得顧客擁有使企業競爭優勢提昇的知識。同樣的，知識管理者也試著將企業內的員工從知識的儲存者轉換為知識的分享者。然而，透過具有顧客關係導向的組織文化，使企業從顧客收集到的資料及資訊利用一系列的管理流程將其轉化為知識，而企業能夠應用這些知識，在顧客關係生命週期的各個階段能加以運用，進而提升企業績效。

在實證研究方面，本研究以製造業為研究對象，根據2010 年天下雜誌排名千大之製造業及服務業公司，共回收有效問卷134 份，並以此資料進行敘述性統計分析、信效度分析、因素分析、相關分析之後，採用多元迴歸來驗證假設。研究結果發現：1.組織文化對顧客知識管理影響顯著；2.顧客知識管理對顧客關係管理績效影響顯著；3.顧客知識管理對組織績效影響顯著；4.顧客關係管理績效對組織績效影響顯著；5.環境因素對於顧客知識管理與顧客關係管理績效以及組織績效影響效果顯著。本研究最後就研究理論與實務意涵加以討論並提出建議。

第一章　緒論............................................................................................1
　　第一節 研究背景與動機............................................................1
　　第二節 研究問題與目的............................................................3
　　第三節 研究對象與範圍............................................................3
第四節 研究流程........................................................................4
第二章　文獻回顧....................................................................................5
第一節 組織文化........................................................................5
第二節 顧客知識管理................................................................7
第三節 顧客關係管理績效......................................................11
第四節 組織績效......................................................................14
第五節 環境變數的調節作用..................................................14
第六節 文獻評論......................................................................15
第三章 研究方法....................................................................................17
第一節 研究架構......................................................................17
第二節 研究假說......................................................................18
第三節 研究構面與操作化定義..............................................21
第四節 研究設計......................................................................28
第五節 資料分析方法..............................................................33
第四章 資料分析與實證結果..........................................................35
第一節 敘述性統計分析..........................................................35
第二節 抽樣誤差檢定..............................................................39
第三節 信效度分析..................................................................42
第四節 Pearson 相關係數........................................................50
第五節 多元迴歸分析...................... .............. ........................51
第六節 調節效果檢定..............................................................55
第五章 研究結論與建議..................................................................60
第一節 研究結果......................................................................60
第二節 理論意涵與實務意涵..................................................62
第三節 研究限制與未來研究建議..........................................62
參考文獻................................................................................ ...........65
附錄 研究問卷........................................................................................73
表次
表1-3-1 研究內容…………………………………………………..….3
表2-2-1 顧客的發展與轉變………………………………..…..…….12
表 2-3-2 顧客係管理績效………………………..…………….….…13
表 3-3-1 顧客關係導向之操作化定義、衡量題目及參考文獻…...22
表 3-3-2 顧客知識管理之操作化定義、衡量題目及參考文獻…...22
表3-3-3 顧客關係管理績效之操作化定義、衡量題目及參考文獻..25
表 3-3-4 組織績效之操作化定義、衡量題目及參考文獻……...….26
表 3-3-5 調節變數之操作化定義、衡量題目及參考文獻……..........26
表 3-3-6 控制變數之操作化定義、衡量題目及參考文獻...............27
表3-4-1　問卷結構………………………………………..…...….…..28
表 3-4-2 問卷發放及回收情形………………………………...…....32
表 4-1-1　公司基本資料………………………………………...…....36
表4-1-2 填答者基本資料表…………………………………....……38
表 4-1-3　填答者對顧客之了解程度……………………………..…..39
表4-2-1　無反應偏差檢定………………………………….…..……..41
表4-2-2　Harman單一因素檢定………………………………………42
表 4-3-1 項目分析……………………………..…….…………….…43
表 4-3-2　信度分析…………………………………………..…..……45
表 4-3-3 自變數之驗證性因素分析……………….………..….....…47
表4-3-4 調節變數與依變數之驗證性因素分析……………..….......48
表4-3-5 潛在變數AVE開根號值與相關係數……………...…..…..50
表 4-4-1　Pearson相關係數…………………………………..…..…..51
表4-5-1 組織文化與顧客知識管理之多元迴歸……………….…....52
表 4-5-2 顧客知識管理與顧客關係管理績效之多元迴歸…………53
表 4-5-3 顧客關係管理績效與組織績效之多元迴歸……….…..….54
表 4-5-4 顧客關係管理績效與組織績效之多元迴歸…………....55
表4-6-1 顧客知識管理環境因素顧客關係管理績效階層迴歸….56
表 4-6-2 環境因素為調節變數之階層迴歸………………………....58
表 5-1-1 實證結果……………………………………..……….…….60
圖次
圖 1-4-1 研究流程……………………………………………………..4
圖 3-1-1 研究架構…………………………………………………....17

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