Managing customer life cycle through knowledge management capability: a contextual role of information technology

Abstract

Knowledge management (KM) capability has been influential in explaining customer relationship management (CRM) performance. However, how it affects every customer's touch points is beyond the current literature. In this research, customer life cycle management (CLCM) is employed to examine the interrelationships of KM and CRM performance. By focusing on CLCM as part of a broad CRM initiative, this research aims to explore KM capabilities that affect CLCM and relate them with overall CRM performance. With the moderating role of information technology (IT), results show that every KM capability variable has a different effect on each phase of CLCM, and hence on customer satisfaction and loyalty. This study offers insights for managers in their efforts to further improve their CRM through looking at CLCM.