An Empirical Study Of Relational Embeddedness,Knowledge Management Capability And Customer Knowledge Management Performance

When customer relationship management fails to achieve sustainable competitive advantage, academics began to explore the research on integration of customer relationship management and knowledge management, that is, research and application on customer knowledge management. In fact, effective customer knowledge management activities depend on the company’s customer knowledge management capability. It can be concluded that customer knowledge management activities have become hot topic in the research on customer knowledge management after literature reviewing on domestic and international researches. Meanwhile, maintaining a good and effective relationship between business and customers leads to effective management to customers’demand, which manifests in improvement of customer knowledge management capability and influence on related performance of business.The main line of this study is the affect of relational embeddednessship on customer knowledge management capability. An evaluation index system of relational embeddedness, knowledge management capability and customer knowledge management performance set up on the base of related literature review. Based on theoretical research and survey analysis, relational embeddedness is divided into two categories:internal relational embeddedness and external relational embeddedness, and evaluation indicators of relational embeddedness are:emotional intensity, trust, reciprocity and mutual problem solving; evaluation indicators of knowledge management capability are:knowledge application, knowledge accumulation, knowledge internalization, knowledge sharing and knowledge internalization; customer knowledge management performance evaluation indicators are:learning and innovation, internal process performance, customer value and financial performance. This study builds up RE-KMC-CKMP model in the process of establishment of indicator system, then proposes the research hypotheses. Based on empirical study of the questionnaire survey, we come to the following conclusions:Firstly, there is a positively correlated relationship between internal and external relational embeddedness with customer knowledge management performance; Secondly, there is a positively correlated relationship between corporate interal or external relational embeddedness and the customer knowledge management performance. Thirdly, there is a positively correlated relationship between knowledge management capability and customer knowledge management performance; Fourth, knowledge management capability play a fully mediated role between internal and external relational embeddedness and customer knowledge management performance.The impact mechanism of relational embeddedness, knowledge management capability has guiding significance on the effective implementation of customer knowledge management performance. The results of this study validated by empirical research has theoretical and practical significance on follow-up implementation of the relevant customer knowledge management and research.