Defining the knowledge that an organisation requires to create customer capital from a customer perspective

Autor:	Maria Teresa Sánchez-Polo, Juan Gabriel Cegarra-Navarro
Rok vydání:	2008
Předmět:	Customer knowledge Voice of the customer Customer retention Knowledge management business.industry Strategy and Management Customer advocacy Customer equity Management of Technology and Innovation Customer reference program Business Marketing Customer intelligence Customer to customer
Zdroj:	The Service Industries Journal. 28:1125-1140
ISSN:	1743-9507 0264-2069
DOI:	10.1080/02642060802188031
Popis:	Consumer capital is a very important asset for an organisation as it is the result of an organisation's relationship with its customers. This paper sets out to confirm that organisations need to create customer capital in SMEs (Small Medium Enterprises). As part of this study, four types of knowledge have been identified (i.e. customer knowledge, individual knowledge, collective knowledge, and machine-readable forms) and this paper investigates the relationships between the different components of knowledge and the process to obtain customer capital from the external perspective of the company. This involved an empirical study of 365 customers. Two structural equation models have been used, resulting in the conclusion that before obtaining customer capital it is necessary to convert individual knowledge, collective knowledge (CLK), and machine-readable forms into customer knowledge.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::375e5bccbebc6f65992d6251309dcd66 https://doi.org/10.1080/02642060802188031 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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