پیام رسان بله
جستجو
Analyzing the Effect of Knowledge Management on the Success of Customer Relationship Management with Emphasis on the Mediating Effect of Organizational Factors
ahmad parvaneh darbandi1
Abstract :
Customer relationship management and knowledge management has become a key and strategic tool for all companies, especially in the current competitive environment. In addition, customer knowledge is an important issue in the implementation of customer relationship management. In this research, we investigated the relationship between knowledge management and customer relationship management success using factor analysis method. The current research is applied in terms of its purpose and descriptive, correlational and causal in terms of data collection. The statistical population of this research is the experts of customer relations and after-sales services of the selected industrial group, whose number is equal to 250 people. According to Morgan s table, the number of samples for this population is 148 people, and in order to facilitate the analysis of the results, 150 questionnaires were sent via email. The content validity of this questionnaire was confirmed by the experts in this field and its reliability was also confirmed with the help of Cronbach s alpha test. At the end, the data obtained from the research questionnaire was analyzed by the structural equation test and in the Lisrel software environment version 8.8. The obtained results showed that having knowledge management skills is not enough for the success of customer relationship management, but other factors should also be considered. Especially organizational factors actually affect the success of customer relationship management, and it seems that they have a mediating role due to the effect of other components (knowledge management capabilities, technological components of customer relationship management, and customer-oriented components) on the success of management. Communication with the customer (in the financial and marketing aspect), they perform.
Keywords: knowledge management, customer relationship management, organizational factors, customer orientation, customer relationship management technology
Keywords : knowledge management customer relationship management organizational factors customer orientation customer relationship management technology
زبان مقاله : انگلیسی
محور مقاله : مدیریت
محل انتشار : دومین کنفرانس بین المللی پژوهش در حسابداری، مدیریت، اقتصاد و علوم انسانی
آدرس وب سایت کنفرانس : meaconf.com/2nd
کد IOI مقاله : XGEE-HKKCF
لینک مستقیم مقاله : https://isnac.ir/XGEE-HKKCF
نمایش چکیده فارسی
: https://isnac.ir/SA/XGEE-HKKCF
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