An Empirical Study about the Influence of Market Knowledge Management of Relationship Marketing Model

• Main Authors: Tao Ou-Yang, 歐陽道
• Other Authors: Shih-Chieh Fang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/66379211385354324645

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === Abstract In the knowledge economic generation now, we could not ignore the knowledge management. Business should continue to develop and response for the market information, to absorb and transfer the acquired market information to the organization knowledge. Additionally, the marketing focuses on customers to be the core now, the relationship marketing are main and including to creative highly customer value, and establish long term relationship with the customers. The business could predict the customer behavior more accurate when they got higher level of relevance information, therefore to help business promote relationship marketing. But current researches on the importance of market knowledge management to relationship marketing are quite lack, our research start from market knowledge management, to understand the whether the operation of hair stylist chain stores knowledge management better or not, and is it help for hair stylist chain stores to promote relationship marketing. According to the research content, the article analyze deeply for three parts. First part based on the components of market knowledge management to discuss the effects of relationship marketing input. Second part focus on examine relationship marketing model. Third part discusses the relationship bonds moderates to the relationship marketing input and relationship marketing output. The research results are: (1) To emphasis the important influence of market knowledge management to relationship marketing input, especially the acquired market knowledge. (2) In hair stylist chain stores, the relationship marketing input besides authorizing employees, has quite highly interpret ability to the relationship marketing output on chain stores. (3) The moderate effects of relationship bonds to relationship marketing input and relationship marketing output are not significant. Keywords: market knowledge management, relationship marketing input, relationship marketing output, relationship bonds, hair stylist chain stores.