處於知識經濟時代，知識生產力是創造企業價值的核心關鍵，當員工具備顧客知識，並將產品知識移轉給顧客，能夠提昇顧客忠誠度，達到組織獲利、生存的目標。本研究引進知識移轉與顧客關係管理的概念，驗證學習氣候對服務人員顧客知識的影響，並進一步從顧客角度，探討服務人員的顧客知識，是否會增加顧客的消費者知識，繼而提昇提高消費者的忠誠度。是故，本研究擬以國內金融機構100位理財專員與其服務顧客為研究對象，採貫時性研究，預計於第一年利用問卷方式調查100名理財專員的學習氣候知覺與顧客知識，於第二年針對上述理財專員提供理財諮詢服務的800名顧客，收集有關消費者知識與忠誠度的資料，再利用層級線性模式，進行實證分析，以期了解理財專員的學習氣候知覺與顧客知識，對於顧客之消費者知識與忠誠度的重要性。針對研究結果，本研究亦將提出管理意涵與後續研究建議。 In the knowledge-based competitive ear, productivity of knowledge is the key to business value. When employees have sufficient customer knowledge and transfer product knowledge to customers, customers are likely to increase their loyalty. Deriving from the concepts of knowledge transfer and customer knowledge management, the present study integrates the role of learning climate for customer knowledge of service employees and consumer knowledge of customers in service encounters and customers’ loyalty toward the service employees. A two-year longitudinal survey is scheduled to be conducted. A total of 800 customers involving 100 financial consultants of banks in Taiwan will be assessed. In the first year, the data of financial consultants will be gathered. After data collection from customers in the second year, the dyad data will be analyzed by hierarchical linear modeling (HLM) to investigate the effect of service employee perceptions of learning climate on customer knowledge as well as examines the influence of customer knowledge on consumer knowledge and loyalty of customers.
