The Impact of Customer Management on Enterprise Performance -The Mediating Role of Innovation Capability

In the Internet era, customers are transitioning from passive consumers to active participants and co-creators of value, with their knowledge, needs, and relationships becoming strategic resources for enterprises. While existing literature has not fully explored the relationship between customer management (comprising customer knowledge management and customer relationship management), innovation capability, and enterprise performance, this study establishes a research framework analyzing these variables. Through questionnaire data collection and SPSS analysis, it demonstrates that customer management enhances enterprise performance via the mediating role of innovation capability, while also identifying research limitations and suggesting future directions.