| Summary: | 碩士 === 逢甲大學 === 企業管理所 === 93 === Marching toward 21st century the era called “the kownledge economy”, knowledge has already solemnly become any organization to depend on the key factor of continuing and seeking development. Grasp and managerial knowledge effectively, it will be the key to could maintain the competitiveness with survive in enterprisesing. A lot of enterprises also have already noticed in the interdynamic with the customer while carrying on the relevant activity of information management, obtain importance of relevant knowledge.
Between the enterprise and customer, no matter relational or transactional relationship of the customer, the relationship exists, just the depth that customer''s relation is inclined to is different, so, the body is in environment of the relationship, how to let customers like to share knowledge with enterprises, make the company create value to turn into the products or serve? And Relationship Marketing is to establish long-term relationship by the setting-up and customer of the factor of trust , commitment etc., so, Which respect of Relationship Marketing will let customers increase the willness and behavior of sharing , exchanging knowledge?
This research utilizes Chien (1999 , 2000, 2004)” Relationship Marketing Model“ to put forward, include utility interests that the consciousness reaches now (Utility), and expect the prospect (Projectability)formed , mutually beneficial believing in (Reciprocity)and proper four extreme points of image (Legitimacy) to the future, and adopt Moran and Ghoshal (1996 ) and put forward and create three kinds of indispensable key elements of knowledge with Nahapiet and Ghoshal (1998 ): Access to parties for exchangeing knowledge , Anticipation of value through exchanging knowledge, Motivation to exchange knowledge, to explore further the impact of Relationship Marketing on Creation of Customer Knowledge
Referring to the empirical study, this research body targeted at random sampling 544 manufacturers listed by Information Service Industry Association of ROC Membership Directory from which 118 effective samples were obtained in total. Verified by factor analysis, Pearson correlation analysis, and LISREL analysis, we find the research results as follows:
1. “Legitimacy” of Relationship Marketing has a significant positive effect on Creation of Customer Knowledge.That is, the more emphasing on the concept of “Legitimacy”, the more working efficiency will Creation of Customer Knowledge contribute.
2. “Reciprocity”, “Utility”and “Projectability” of Relationship Marketing have part significant positive effect on Creation of Customer Knowledge.
As regards information service industry of a research object, enterprises must satisfy the legitimacy first , refer to brand , popularity ,etc., utility interests in essences , such as letting customer''s consciousness get the products and service quality guaranteed etc. , exclusive products and service ,etc., and can make customers increase the willness and behavior which exchanges knowledge after continuing the cooperative prospect in the future, the advantage that all to let enterprises accumulate knowledge, set up unique competition advantage . But, how to train the trust sense , tacit understanding among the manufacturers to be the information service industry manufacturer with higher speed to face the problem that it is the most important.
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