Study On Customer Loyalty Based On Customer Knowledge

In times of knowledge economy, knowledge and relationship are considered as the two most important capitals. Knowledge management tries to enhance the ability of enterprise by improving the internal process of enterprise from the point of knowledge. Customer relationship management stresses on customer relationship, expecting to get 80% profits of the enterprise from loyal customers who account for 20% of the enterprises'customers. Customer knowledge management emerges on the basis of customer relationship management and knowledge management to discuss methods improving customer relationship management by knowledge management. Customer loyalty is the highest stage of customer relationship, thus how to realize customer loyalty in customer knowledge management is hot in recent theory study. To solve this problem, we have to be clear about the relationship between customer knowledge and customer loyalty. This thesis tries to find methods to improve the customer loyalty through clearing the relationship between customer knowledge and customer loyalty.Aiming at specific research subject and research purposes, this thesis redefines the customer loyalty from the point of customer cognitions by combining practice and theory, multi-disciplines and historical development and present condition, adopting research methods of normative analysis and comparative analysis, multifactor analysis with logic method and positivist analysis with case analysis. Reviewing the past researches, it points out that customer loyalty is the cognition that customers hold to view the enterprise ability to meet his need. By classifying the influence factors of customer loyalty degree, it proposes double-factor customer loyalty assumption, which thinks that the loyalty degree is influenced by customer satisfaction factors and customer trust factors. According to the function methods of customer knowledge to customer loyalty cognition, this thesis classify customer knowledge into four, and analyzing the function chain of customer knowledge to customer loyalty, regarding that knowledge of enterprise creating value and customer perceiving value influence customer satisfaction through customer perception value, knowledge of enterprise creating confidence and customer perceiving risk influence customers'trust through customer perception relationship risk. Four kinds of customer knowledge influence the customer loyalty indirectly. This conclusion has made basis for the research of improving the customer loyalty through customer knowledge management. In the end, this thesis proposes customer loyalty oriented customer knowledge management concept, as well as it's technological structure and some practical suggestions.These researches are some basics around the customer knowledge's influence on customer loyalty, make theoretical foundation for constructing customer loyalty oriented customer knowledge management system. At the same time, in view of the importance of customer loyalty for the success of enterprises, this research may play a guidance role in enterprises'knowledge management, implementing customer loyalty plan, strategy management and routine operation.