Application of knowledge management factors on customer relationship management process

Abstract

Purpose – The purpose of this paper is to study the application of knowledge management (KM) factors on customer relationship management (CRM) process in Malaysian Multimedia Super Corridor (MSC) status organisations. Design/methodology/approach – A questionnaire survey was conducted on KM workers (customer service) in Malaysian MSC status organisations. Based on the extensive review of the current literature, eight KM factors were investigated to examine the application toward CRM process. Findings – The data, collected from 96 knowledge workers, suggest that KM process, organisational infrastructure and technology are three important predictors for effective CRM process. Practical implications – The practical implication of this paper could be useful for business managers who want to enhance organisational CRM through implementing KM practices to support their organisation’s KM efforts. Originality/value – This is one of the few papers to study the application of KM factors on CRM process in Malaysia.