ASSESSING INFLUENCE OF MARKETING KNOWLEDGE MANAGEMENT ON BUSINESS PERFORMANCE: A CASE OF CONVENTIONAL BANKS IN PAKISTAN

Abstract

Purpose of this research is to determine link between marketing knowledge management (MKM) and the conventional banks performance. This study employs quantitative research approach, and it draws its participants from a sample of firms and organizations that have already put MKM and DFI into practice. A total of 304 commercial bank managers and staff were given the questionnaire using a random selection process. The researchers did, however, collect 304 completed surveys, which they put through the reliability test, an EFA, and a simple linear regression analysis. Surveys are used to gather data, which is then examined with the statistical techniques such as correlation and regression analysis. It seems that MKM has favorable and substantial effect on company outcomes. By providing empirical proof of importance of marketing knowledge management (MKM) in enhancing corporate performance, this study adds to the current body of knowledge. It also draws attention to necessity for businesses to effectively manage and utilize their marketing knowledge and to adopt digital financial innovation in order to improve their performance.