The Empirical Study Of Relationship Between Customer Knowledge Management And Commercial Bank Performance

With increasingly fierce competition in the banking sector, all of commercial banks arein the pursuit of innovation, expecting to get more customers through innovation, to gaingreater market share. Introduction of customer knowledge management helps companiesthink from the customer’s needs, after getting, sharing, applicating and innovating customersknowledges, it will improve banking products and sevices continuously, promote theemployee’s ability, optimize business processes, and achieve the bank, employees and wincustomers. The study uses empirical research methods to learn the relationship betweenCustomer Knowledge Management and Performance of Commercial Banks. Then to give adetailed analysis about how the various processes of customer knowledge managementinfluence the performance of commercial banks, it can guide commercial banks to implementcustomer knowledge management better.The study includes: the first is introduction, a brief description of the background andsignificance of the research thesis, clear content and research methods; a literature reviewand theoretical analysis is followed, to review the relevant literature of customer knowledgemanagement and commercial banks performance, and according to previous research results,select the evaluation indexes of CKM and Commercial Banks performance, build assessmentdimensions, set hypothesized relationship between the study variables and buildorganizational model; again, to design the research and a scale questionnaire by drawing onthe results of previous research, then do questionnaires. According to data collected byquestionnaires, using SPSS18software, do factor analysis to test the CKM scale selected.Based on the Balanced Scorecard theory and Factor analysis, the performance indicators ofcommercial banks include four dimensions: financial, customer, internal processes, andlearning and innovation. Then do descriptive analysis, variable correlation and regressionanalysis, in order to build the model and research hypotheses; At last, the results wereanalyzed, and policy recommendations were proposed.The results show that Customer Knowledge Management has a positive influence onperformance of commercial banks, but the current level of China’s commercial bankscustomer knowledge management is still not very high, they can’t grasp the four dimensionsof knowledge management. Only with information technology, organizational structure,incentives and other supports, Customer Knowledge Management will implementsuccessfully. So the policy recommendations presented in this paper is not only from the four dimensions of customer knowledge management micro level, but also from a simpledescription of the macro level commercial banks which is software and hardwareenvironments.