Purpose

This paper aims to adopt a contextual approach to the knowledge-performance linkage by deepening into the role of marketing and sales employees’ knowledge resources in the generation and delivery of superior customer experiences (CEs) and into the motivational antecedents of knowledge acquisition and development.

Design/methodology/approach

To gather information about the variables studied in this research, a survey was conducted among Spanish firms with at least 100 employees, resulting in a representative sample of 346 companies. Structural equation modeling based on partial least squares was then applied to test the hypothesized relationships.

Findings

The results show that employees’ motivation (and especially intrinsic motivation) affects CE both directly and indirectly through its influence on marketing-specific human capital. More precisely, customer knowledge and different types of marketing-related skills (creativity, targeting, problem-solving, social media management and communication skills) are the only constituents of marketing-specific human capital that significantly affect relative CE performance (i.e. performance vis-à-vis competitors), while product/service and market knowledge do not play a relevant role.

Originality/value

The results contribute both to the knowledge management and intellectual capital literatures by highlighting the motivational levers of human capital in the context of the marketing and sales function and the specific types of employee knowledge resources that induce superior CEs. Consequently, marketing and sales managers are provided with useful guidance to shape their human resource management policies and to establish their knowledge priorities.

中文翻译：

---

将知识付诸实践：营销和销售员工的知识和动力在创造卓越客户体验方面的共同作用

目的

本文旨在通过深入探讨营销和销售员工的知识资源在产生和提供卓越客户体验 (CE) 中的作用以及知识获取和发展的动机前因，对知识绩效联系采用上下文方法。

设计/方法/方法

为了收集有关本研究中研究的变量的信息，对至少拥有 100 名员工的西班牙公司进行了一项调查，产生了 346 家公司的代表性样本。然后应用基于偏最小二乘法的结构方程模型来检验假设的关系。

发现

结果表明，员工的动机（尤其是内在动机）通过其对营销特定人力资本的影响直接和间接地影响 CE。更准确地说，客户知识和不同类型的营销相关技能（创造力、目标定位、解决问题、社交媒体管理和沟通技巧）是营销特定人力资本的唯一组成部分，它们显着影响相对 CE 绩效（即绩效与à-vis 竞争对手），而产品/服务和市场知识不发挥相关作用。

原创性/价值

通过突出营销和销售职能背景下人力资本的激励杠杆以及诱导卓越 CE 的员工知识资源的特定类型，结果对知识管理和智力资本文献都有贡献。因此，为营销和销售经理提供了有用的指导，以制定他们的人力资源管理政策并确定他们的知识优先级。