Customer knowledge management competence evaluation of tourism enterprises based on ahp-fuzzy comprehensive evaluation method

IF 1.5 Q2 COMPUTER SCIENCE, THEORY & METHODS
Cheng Guoyi, Jiansheng Zhang, Zhang Shangmin, B. Yan
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引用次数: 2

Abstract

With the fierce competition under the background of knowledge-based economy, tourism enterprises are increasingly aware that they must turn their focus from traditional products to customers for the sake of survival and development. Integrating the customer relationship management and knowledge management, the customer knowledge management (CKM) has aroused higher attention from the tourism enterprises. As for how to determine the factors influencing the Customer knowledge management competence (CKMC) of tourism enterprises and their weights, an index system was established for evaluating CKMC of tourism enterprises based on the balanced score card (BSC) and knowledge management process, the weight design and consistency check of the indexes were implemented using the analytic hierarchy process (AHP), and the overall evaluation value and concrete index scores at all levels were obtained via the fuzzy comprehensive evaluation model. In the end, the scientificity and operability of the evaluation model were verified through an empirical analysis of China Youth Travel Service (CYTS). The results show that: (1) The business process, customer communication, system support, and market performance are important level I indexes used to measure the CKMC; (2) The key Level II factors influencing the CKMC of enterprises include customer knowledge sharing mechanism, timeliness of customer communication, degree of importance attached by senior leadership, and customer acquisition rate; (3) The evaluation model based on AHP and fuzzy evaluation method can objectively describe the overall up-to-standard degree of enterprises’ CKMC, and clearly identify the strengths and weaknesses. This research shows that the combination of AHP and fuzzy evaluation-based method is capable of more scientific and complete evaluation of CKMC, compensates for the deficiencies of single evaluation model, and provides a new method for the effective improvement of enterprises’ CKMC.
基于ahp-模糊综合评价法的旅游企业客户知识管理能力评价
随着知识经济背景下竞争的日趋激烈,旅游企业越来越意识到,要想生存和发展,必须从关注传统产品转向关注顾客。客户知识管理是客户关系管理和知识管理的有机结合,已引起旅游企业的高度重视。针对如何确定旅游企业客户知识管理能力的影响因素及其权重,基于平衡计分卡和知识管理流程,建立了旅游企业客户知识管理能力评价指标体系,运用层次分析法对指标进行权重设计和一致性检验;并通过模糊综合评价模型得出了各层次的综合评价值和具体指标得分。最后,通过对中青旅的实证分析,验证了评价模型的科学性和可操作性。结果表明:(1)业务流程、客户沟通、系统支持和市场绩效是衡量CKMC的重要一级指标;(2)影响企业CKMC的关键二级因素包括客户知识共享机制、客户沟通的时效性、高层领导的重视程度和客户获得率;(3)基于AHP和模糊评价方法的评价模型能够客观地描述企业CKMC的整体达标程度,清晰地识别出企业的优劣势。研究表明,层次分析法与基于模糊评价的方法相结合,能够对CKMC进行更科学、更全面的评价,弥补了单一评价模型的不足,为企业CKMC的有效改进提供了一种新的方法。
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来源期刊
CiteScore
2.80
自引率
23.10%
发文量
31
期刊介绍: The International Journal of Fuzzy Logic and Intelligent Systems (pISSN 1598-2645, eISSN 2093-744X) is published quarterly by the Korean Institute of Intelligent Systems. The official title of the journal is International Journal of Fuzzy Logic and Intelligent Systems and the abbreviated title is Int. J. Fuzzy Log. Intell. Syst. Some, or all, of the articles in the journal are indexed in SCOPUS, Korea Citation Index (KCI), DOI/CrossrRef, DBLP, and Google Scholar. The journal was launched in 2001 and dedicated to the dissemination of well-defined theoretical and empirical studies results that have a potential impact on the realization of intelligent systems based on fuzzy logic and intelligent systems theory. Specific topics include, but are not limited to: a) computational intelligence techniques including fuzzy logic systems, neural networks and evolutionary computation; b) intelligent control, instrumentation and robotics; c) adaptive signal and multimedia processing; d) intelligent information processing including pattern recognition and information processing; e) machine learning and smart systems including data mining and intelligent service practices; f) fuzzy theory and its applications.
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