The Research On The Influence Of Customer Relationship Learning On Product Innovation Performance

In the consumer economy era, the enterprise have gradually realized theimportance of the customer in the process of product innovation, customerknowledge, experience and skills to become one of the most main source ofenterprise innovation ability.Then how to effectively use customerrelationship learning to improve the enterprise product innovation ability hasbecome an important subject of business community and academic research.Based on systematically combing the literature of relationship learning,product innovation, knowledge absorptive capacity, etc, this paper constructsthe concept model on the impact of customer relationship learning on productinnovation performance model, discussing the relationship between thecustomer relationship learning, knowledge absorptive capacity and productinnovation performance. To verify the theory hypothesis of this paper, thethesis mainly related enterprises in east China as the research object ofquestionnaire survey, using SPSS and AMOS software to analyze thecollected data, and using the structural equation model to inspect the pathrelationships between elements, then draw the following conclusions:(1)Customer relationship learning positive effect on product innovationperformance through different dimensions, information sharing, mutualunderstanding, the specific memories, there were significantly positiveinfluence on product innovation performance;(2) the knowledge absorptivecapacity plays an important intermediary role (partially or completely) in thecustomer relationship learning effects on product innovation performance.This paper study the impact of customer relationship learning on productinnovation performance model based on the interactive perspective, theresearch conclusion, in theory, make the existing research more thorough andspecific, it will be help to further observe many phenomena, in the real life,the advice of constructing learning mechanism between enterprises and customers will provide certain reference significance for effectively usingcustomer relationship learning.