ارتقای عملکرد نوآورانه و فروش از طریق مدیریت دانش مشتری

Abstract

Background and Aim: Today, knowledge resources of organizations are is considered as a powerful driver for promoting innovation and performance enhancement. Accordingly, this research is to investigate the effects of customer knowledge management on sale performance and innovative performance. Methodology: The research method is descriptive and correlational. The population of the research consists of 900 sellers of Beh pakhsh Corporation. A sample of 270 subjects was selected as statistical sampling. The required Data are collected through questionnaire. analyzed through Structural equation model by means of LISREL and SPSS software. Results: all studied aspects of customer knowledge have positive effects on the innovative and sale performance of the corporation. In addition, innovative performance can improve the sale performance of the distribution corporations. Conclusion: Recognizing the needs, issues, ideas, and knowledge of customers is a valuable resource. Effective management of the knowledge can help promote sustainable productivity of organizations in competitive environments.