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

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.