组织学习与客户知识管理能力的关系研究——关系嵌入的调节

A Correlation Study of Organizational Learning and Customer Knowledge Management Capabilities: Relational Embeddedness as a Moderator

客户知识是通过对客户信息的比较、因果、联系、交流从而验证了关于客户的信念和承诺。强化对内外部知识网络的关系嵌入,是企业营销实践从关系管理到知识管理得以突变的关键。通过对199家企业的实证调查表明,企业对源自于内外部知识网络客户知识的组织学习,提升了企业的客户知识管理能力。特别是,企业对外部客户知识网络实现更强的关系嵌入,更有利于企业与外部客户之间的互动与信任,并为组织学习作用于客户知识管理能力的内在机制创造了良好氛围。但是,企业内部知识网络关系嵌入的增强,却带来了内部交易成本的增加,组织创新思想、机制的阻滞以及机会主义的盛行,一定程度上阻碍了组织学习对客户知识管理能力提升的效应。

Customer knowledge is the verified faith and commitment of the clients＇ by comparing, causing, contac-ting and communicating the customer information. Intensifying the relational embeddedness in internal and external knowledge network, is the key that the enterprise marketing practice can mutate from the relationship management to knowledge management. By the survey from 199 companies, it confirmed that, through the organization lear-ning of customer knowledge derived from the internal and external knowledge network, enterprises can improve the capability of customer knowledge management. In particular, enterprises implement stronger relational embedded-ness in external customer knowledge network, it is more conducive to interaction and trust between companies and external customers, and to create a good atmosphere for the internal mechanism that organizational learning ef-fects on customer knowledge management capabilities. However, the increase of the enterprise＇s relational embed-dedness in internal knowledge networks brings the increase of the internal transaction costs, the block of thought and institution for organization innovation, and the prevalence of opportunism, to some extent it hinders the ef-fects that organizational learning can improve customer knowledge management capabilities.