Customer Knowledge Absorptive Capacity Ascension Research

With global service economic growth and market environment more and more complicated, enterprises are facing the market competition strength increasing. In order to adapt to the change of environment, ensure competitive enterprises in market competition invincible, more and more enterprises competitive focus was transferred from product competition, service competition to the customer competition. "Customer economy" time has come (Seybold)。In order to make good use of customer relationship management role, enhance the enterprise the customer relationship management performance, enhance enterprise customer competitiveness, customer knowledge management gradually by scholars and enterprises pay attention to.Commercial Banks as the knowledge intensive of service industry, determines its management must customer oriented, customer resources has become a key resources of the commercial Banks and core elements of. In an increasingly complex financial market environment, competitive unceasingly intensifies, makes the commercial Banks pay especially attention to customer relationship management and customer knowledge management. Banking also became one of the most successful of the industry implement customer relationship management.Customer knowledge absorptive capacity, as an important link and index of customer knowledge management system, the domestic research achievements are still relatively small at present, for commercial bank research is more lack. Shanghai pudong development bank as a domestic commercial Banks to boost the customer relationship management relatively successful bank, especially have high levels in customer knowledge absorptive capacity, in the customer relationship management has a very good reference and representative. Therefore this paper takes SPDbank as a case, use case analysis method to research from perspective of the promotion of commercial bank customer knowledge absorptive capacity.Based on the Zahra & George customer knowledge absorptive capacity model framework, this paper corrects and constructs customer knowledge absorptive capacity factors model, analyses the case of Shanghai pudong development bank, finally we got these conclusions:(1) Influence of commercial bank customer knowledge absorptive capacity is the main factor consists of three aspects, strategic direction, employee motivation and support system; (2) Three factors are not independent but interrelated influenced.Based on the above research conclusion, this research gives some strategic Suggestions for our country commercial bank customer knowledge absorptive capacity of ascension, Hope provide some important marketing enlightenment for commercial Banks:Commercial Banks should from five key dimensions of improving customer knowledge absorptive capacity, (1) Good hardware support system; (2) Reasonable organizational system architecture; (3) Timely provide relevant staff training; (4) Right and appropriate assessment system; (5) Good knowledge sharing environment.Because the level of writer is limited, this paper commercial bank customer knowledge absorptive capacity of ascension has certain limitation, include the limitation of case choosing, field of investigation and research model, hope there can continue to be studied, and constantly perfect.