THE EFFECT OF ORGANISATIONAL AND TECHNOLOGICAL READINESS ON ORGANISATIONAL INTELLIGENCE AND PERFORMANCE OF CUSTOMER RELATIONSHIP MANAGEMENT THROUGH KNOWLEDGE MANAGEMENT PROCESS IN KNOWLEDGE-BASED AND TECHNOLOGY COMPANIES

Abstract

The purpose of this study is to investigate the effect of organisational and technological readiness on organisational intelligence and the performance of customer relationship management through the knowledge management process. In terms of purpose, this study is an applied research which in respect to data collection is descriptive-causal and a quantitative research. The statistical population of the research was composed of senior managers of knowledge-based and technology-driven companies in Lorestan Province. The number of mentioned companies was 108, so the statistical society was considered to consist of 108 people (director generals). The sample size was estimated by using Cochran formula for specific societies as 85 persons, who were selected randomly. The data gathering tool was a questionnaire of which reliability and validity were confirmed by statistical tests. To analyze the data, descriptive and inferential statistics (normality test, correlation test and Structural Equation Modeling test) were used as well as SPSS and SMART partial least squares (PLS) software programs. The results of the structural equation modelling test showed that technological readiness and organisational readiness have a positive and significant effect on the variable of the knowledge management process, and through this variable, they also indirectly affect the organisational intelligence and the performance of customer relationship management. The knowledge management process has a positive effect on two variables of organisational intelligence and the performance of customer relationship management, and it also indirectly affects the performance of customer relationship management via organisational intelligence. Finally, the results showed that organisational intelligence has a positive and significant effect on the performance of customer relationship management.