RESEARCH ON THE RELATIONSHIP AMONG MARKET ORIENTATION, CUSTOMER RELATIONSHIP MANAGEMENT, CUSTOMER KNOWLEDGE MANAGEMENT AND BUSINESS PERFORMANCE

Abstract

In the age of knowledge-based economy, business must effectively to improve its performance rely on implement customer relationship management and customer knowledge management. Market orientation is a kind of marketing logic which is focus on customers, it can help to construct the relationship and communicate knowledge with customers, in order to improve customer satisfaction, customer loyalty and gain and accumulate value for the business. This paper is intended to construct an integrated model. In this model it discusses the relationship between market orientation, customer relationship management and customer knowledge management, and their contribution to business performance.
Key words: market orientation, customer knowledge management, customer relationship management; business performance