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The impact of customer knowledge and customer relationship management on service quality

机译：客户知识和客户关系管理对服务质量的影响

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Purpose - Enterprises realize that customers are their most important asset and recognize that a high level of customer satisfaction can only be achieved by enhancing service quality. Thus, how enterprises acquire customer knowledge by which to initiate and maintain customer relationships, as well as to enhance service quality has become an important issue. The paper aims to discuss these issues. Design/methodology/approach - This study uses a questionnaire and statistical analytical techniques to explore the impact of customer knowledge and customer relationship management (CRM) on service quality. Findings - The results indicated that customer knowledge has a positive influence on service quality and CRM is the partial intervening variable between customer knowledge and service quality. That is, customer knowledge enhances the CRM, while CRM, in turn, increases service quality and provides competitive advantages. Research limitations/implications - This research explored the impact of customer knowledge and CRM on service quality based on the company's perception and there was no validation on the customers' perception of the company. Therefore, it is suggested that future research should involve company staff, current customers, and latent customers to strengthen the triangulation. Practical implications - The results found that customer knowledge is indeed an important source of competitive advantage. Hence, enterprises should acquire valuable customer knowledge in order to enhance the relationship with customers, as well as enhance their service quality. Originality/value - There is still little related literature investigating the relationships amongst customer knowledge, CRM, and service quality. Hence, this study applies questionnaire methods as the main research tools in order to conduct an in-depth investigation into the influence of customer knowledge and CRM on service quality. Furthermore, this research is expected to provide enterprises with valuable suggestions for management practices.
机译：目的-企业认识到客户是他们最重要的资产，并认识到只有提高服务质量才能达到很高的客户满意度。因此，企业如何获得客户知识以启动和维持客户关系以及提高服务质量已成为重要的问题。本文旨在讨论这些问题。设计/方法/方法-这项研究使用问卷和统计分析技术来探索客户知识和客户关系管理（CRM）对服务质量的影响。调查结果-结果表明，客户知识对服务质量具有积极影响，而CRM是客户知识与服务质量之间的部分干预变量。也就是说，客户知识增强了CRM，而CRM又提高了服务质量并提供了竞争优势。研究的局限性/含意-这项研究基于公司的看法探索了客户知识和CRM对服务质量的影响，并且没有对客户对公司的看法进行验证。因此，建议未来的研究应包括公司员工，现有客户和潜在客户来加强三角关系。实际意义-结果发现，客户知识确实是竞争优势的重要来源。因此，企业应该获得有价值的客户知识，以增进与客户的关系，并提高他们的服务质量。创意/价值-很少有相关文献研究客户知识，CRM和服务质量之间的关系。因此，本研究将问卷调查法作为主要研究工具，以便对客户知识和CRM对服务质量的影响进行深入调查。此外，这项研究有望为企业提供有关管理实践的宝贵建议。

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