顧客知識管理之理論與應用可分為組織與個人兩面向，以組織而論，企業將顧客有關的銷售知識運用於推廣公司產品促進績效；就個人而言，銷售人員將顧客知識轉為個人的銷售能耐，進而提昇銷售績效並獲得工作滿足。同時，本研究將顧客知識管理延伸到顧客導向與適應性銷售行為並討論對銷售績效與工作滿足之影響，並以直銷業為實證，運用典型相關分析與結構方程模式驗證相關程度與整體模式。 研究結果顯示典型相關與理論模型皆獲得支持，顧客知識管理對適應性銷售行為有顯著正向影響；適應性銷售行為對銷售績效有顯著正向影響，且在顧客知識管理與銷售績效間具中介效果；銷售績效對工作滿足有顯著正向影響，且在適應性銷售行為與工作滿足間亦具中介效果。 The theories and applications of customer knowledge management can be divided into the two aspects of organizational and individual. In terms of the organizational, companies use the relevant sales knowledge of customers to promote its products and improve performance. In terms of the individual, sales personnel convert customer knowledge into individual sales capacity, increasing their sales and gaining job satisfaction. At the same time, this study extends customer knowledge management to customer-oriented and adaptive selling behavior and discusses the effects of sales performance and job satisfaction. Direct marketing is used empirically to perform canonical correlation analysis and structural equation modeling to test for correlation and the overall model. This study found that both canonical correlation and theoretical models were supported and that customer knowledge management does indeed have significant positive influence on adaptive selling behavior. Adaptive selling behavior has significant positive influence on sales performance and also has a mediating effect between customer knowledge management and sales performance. Sales performance has a significant positive influence on job satisfaction and also has a mediating effect between adaptive selling behavior and job satisfaction.
