| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 100 === Customer are known as a brilliant source of knowledge for the companies, due to the development of sales selling and the changes in consumption patterns, sales selling becomes a popular way for customer to purchase products in Taiwan. Selling requires face-to-face selling skill, therefore, sales not only need to provide suitable products but also have to offer nice service. Recently, the operation of sales selling have changed from fabricate production to strategic management, and especially focuses on customers’ demand.
Currently, there are not many researches concerning customer knowledge management. Most managers are only concerned about collecting customer information or setting a database of customers, and the importance of analyzing customer information is ignored. To understand the customer knowledge flow of direct selling industry, which can be divided into the creation, sharing and application of customer knowledge. There is still room for improvement to discover the creation of customer knowledge database in terms of customer characteristics and preferences.
1.To verify the importance of customer knowledge in marketing performance of corporations and the market information in group activities. With proper process like creation, sharing, and application, knowledge can be an asset to a company and ca improve the performance of the company
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