Customer Knowledge Management Research Articles

The Impact of CKM and Customer Satisfaction on Customer Loyalty in Saudi Banking Sector: The Mediating Role of Customer Trust

This study aims to explore the role of customer knowledge management (CKM) and satisfaction as antecedents of customer trust, and the mediating function of customer trust in the knowledge–loyalty and satisfaction–loyalty in the Saudi banking sector. This study intends to provide light on the significance of CKM and the ways in which it can support consumer trust, loyalty, and satisfaction. Data came from 600 consumers who responded to an online survey. By using regression analysis and descriptive statistics, seven hypotheses were created and tested. The findings exhibited that customer trust has a major impact on loyalty and that customer trust is positively impacted by CKM and satisfaction. Additionally, trust partially mediates the relationship between knowledge, loyalty, and satisfaction. The study contributes to the literature by examining the factors that influence customer loyalty, CKM engagement, satisfaction, and trust in the context of the Saudi banking industry. These research findings are helpful for managers and strategists in figuring out how to create customer loyalty programs that are a fit for their target market. The study is limited to the Saudi banking sector and may not be generalizable to other industries. Additionally, the study is based on self-reported data from customers, which may not accurately reflect their true opinions and behaviors.

Customer knowledge management competence evaluation of agritourism enterprises by using the balanced scorecard and fuzzy-AHP: Evidence from Chengdu-Chongqing economic circle.

This paper provides an evaluation framework to explore the linking mechanisms between customer knowledge management competence (CKMC) and Balanced Scorecard (BSC). With a case study from Chengdu-Chongqing Economic Circle of China, this paper attempts to empirically justify the framework. An index system was established for evaluating CKMC based on BSC and knowledge management process, the weight design and consistency check of the indexes were implemented by using the analytic hierarchy process (AHP), and the overall evaluation value and concrete index scores at all levels were obtained via the fuzzy evaluation method. Empirical results show that CKMC performance measurement indicators were ranked in order of importance as Business process performance dimensions (0.465), System support dimensions (0.289), Customer communication dimensions (0.152) and Market performance dimension (0.094). It also shows that the overall score of CKMC was 3.404, reflecting that the CKMC was in a state of general satisfaction. This research also identifies key factors hindering implementation of CKMC, including Attention from senior leaders (2.871), customer knowledge sharing efficiency (2.928), and information technology level (3.133). This research could contribute to CKM theory by extending customer knowledge management competence research with BSC initiatively. For practitioners, this study may provide useful suggestions to identify key factors promoting business CKMC, and finally promotes sustainable development of Agritourism.

THE CUSTOMER RELATIONSHIP MANAGEMENT MODEL AT THE HOSPITALITY ENTERPRISE

Purpose. The purpose of the article is to systematize the approaches to defining the concept of “Customer Relationship Management” and to develop the CRM-model for the hospitality enterprise. Methodology of research. The theoretical and methodological basis of the article are the fundamental researches of modern economic theory, scientific works of leading domestic and foreign scientists concerning CRM in the hospitality sector. The following methods are used in the process of writing the article in order to achieve the goal: theoretical generalization – to highlight common features of the concept of “Customer Relationship Management; monographic and systematic analysis – to substantiate the essence of the CRM-system; abstract and logical – to develop the CRM-model for the hospitality enterprise; graphic - for visual presentation of the research results. Findings. It is substantiated that CRM in the hospitality industry is an integrated approach to identifying, attracting and retaining consumers of hospitality services and products. It is determined that the main components of the CRM-system are: customer knowledge management; marketing policy of service promotion; sales system; value creation for the customer; pricing policy; information support. It is found that the CRM system includes a set of principles, methods and tools that are logically interconnected and integrated into a corporate information environment in order to increase sales, improve marketing and customer service, and to optimize enterprise business processes. Originality. The CRM-model for the hospitality enterprise is developed. The model makes it possible to convert employee knowledge and information about customer needs into new key competencies of the enterprise. It creates opportunities for sustainable economic growth, increases enterprise competitiveness and customer loyalty. Practical value. The main directions of the article make it possible to increase the relevance of management decisions in the process the CRM-model implementing and improving at the hospitality enterprise. Key words: Customer Relationship Management, CRM-model, hospitality enterprise, loyalty, development, competitiveness.

The Effect of Customer Knowledge Management on Competitive Advantage in Beekeeping MSMEs: Does Innovation Capability Play a Mediator Role?

The Effect of Customer Knowledge Management on Competitive Advantage in Beekeeping MSMEs: Does Innovation Capability Play a Mediator Role?

The role of customer knowledge management in achieving customer gratitude: An analytical study of the opinions of a sample of students from the Department of Dentistry at Ibn Hayyan University College

يهدف البحث الحالي الى الكشف عن طبيعة الدور الذي من الممكن ان تؤديه إدارة معرفة الزبون في تحقيق امتنان الزبون اذ يحاول البحث معالجة مشكلة واقعية اخذت الكثير من وقت القائمين على العملية التعليمية، تمثلت بعدم قدرة الجامعات العراقية (حكومية- أهلية) على تحقيق امتنان الزبون لذا يقترح الباحثين إدارة معرفة الزبون لتحقيق امتنان الزبون، اذ يتم تعريف إدارة معرفة الزبون على انها العمليات التي تتعلق بتحديد واكتساب واستخدام المعرفة من خارج حدود الجامعة الخارجية من أجل خلق قيمة للزبائن، ويتعامل البحث مع نوعين من الزبائن داخلي( الطلبة والخريجين) وخارجي(الإباء والامهات وجهات التوظيف الخارجية). اذ قام الباحثين بنشر استبيان الكتروني وقد تم الحصول على (112) استجابة من طلبة المراحل الرابعة والخامسة في قسم طب الاسنان في كلية ابن حيان الجامعة والبالغ عددهم (165)طالب وطالبة للمرحلة الخامسة( 149) طالب طالبة للمرحلة الرابعة وقد تم تحليلها باستعمال البرنامج الاحصائي المتقدم SmartPLS ويعد البحث الحالي رائدا في موضوعه اذ انه يتناول متغيرات مهمة من شانها ان تسلط الضوء على كيفية تحقيق امتنان الزبون في المنظمات التعليمية العراقية كما يتميز البحث باعتماده مجموعة من الأدوات المتقدمة في تحليل بياناته للتوصل الى نتائج دقيقة تسهم في تحقيق أهدافه وقد خلص البحث الى مجموعة من الاستنتاجات أهمها ان ابعاد إدارة معرفة الزبون( المعرفة حول الزبون, المعرفة للزبون, المعرفة عن الزبون) تؤثر بشكل قوي ومباشر في تحقيق امتنان الزبون, كما قدم البحث مجموعة من التوصيات للاستفادة من الإمكانات التي تقدمهما إدارة معرفة الزبون في تحقيق وتعزيز امتنان الزبون في المنظمات التعليمية.

HYBRID MULTI-CRITERIA DECISION MAKING MODEL FOR CUSTOMER KNOWLEDGE MANAGEMENT IN SOFTWARE INDUSTRY

In this study, the enablers of Customer Knowledge Management (CKM) software companies are investigated. Consequently, the conceptual CKM enabler model is developed by extracting “organizational”, “technological” and “human” factors from the literature. Then, a Multi-Criteria Decision-Making (MCDM) approach is applied to identify the dependence relationships of factors by using the Analytic Network Processes (ANP) and the Decision-Making Trial and Evaluation Laboratory (DEMATEL) techniques. The inter-dependencies significance among the factors is evaluated by DEMATEL. ANP technique is used in order to clarify the relative significance of the factors and identify the weight and priority. The results show that the “organization” dimension is the most considerable aspect of enhancing CKM in software development. The “organization” aspect has more interaction with other aspects and activates the “technology” and “human” factors. In addition, “technology” is the second dimension that influences “human” and “organization”. Due to the importance of CKM for organizations, this research provides a significant contribution in the context of CKM by extracting and ranking the CKM antecedent factors for enterprise software development context.

Customer Knowledge Management in Enterprise Software Development Companies: Organizational, Human and Technological Perspective

Abstract In this study, Knowledge-Based View (KBV) and Theory of Technology in a Generic Customer Knowledge Management (CKM) Framework were assimilated to demonstrate the Organizational, Human and Technological antecedent factors that enable CKM processes to improve software product quality. A Theoretical CKM Framework was developed by extracting Human, Organizational and Technological factors from the literature, then, the “Technique for Order of Preference by Similarity to Ideal Solution” (TOPSIS) Multi-Criteria Decision Making (MCDM) method was applied to find the importance level of factors to CKM development in software companies. The weight and priority of factors were determined by 31 experts in enterprise software development companies. The results show that, from an expert viewpoint, CKM antecedent factors are categorized into high priority and low priority groups. Organizational factors such as “Customer Involvement”, “Customer-Centric Culture” and “CKM Strategy Development” are high priority.

Effects of the COVID-19 Pandemic on the Success of Traditional Small and Medium Enterprises (SMEs): An Investigation of the Footprints of Economic Crisis Attributable to COVID-19.

The COVID-19 pandemic created a significant economic decline and altered market behavior, forcing buyers and dealers online. The traditional local market merchants are not fully equipped with e-commerce business techniques and strategies, which is a barrier to their e-commerce behavior and success. The study aims to help small-medium firms adapt to an uncertain economic environment instead of reducing or shutting down business-like in Pakistan. From health to education, economy to domestic and social protection, various researches have been done since 2020. The researcher used primary data sources and did a Quantitative study after collecting the 240 samples size of data from the successful e-commerce players of Pakistan. The results confirm that customer satisfaction is essential for entrepreneurs to succeed, as customers were not satisfied with online shopping during COVID-19. Customer knowledge management (CKM) and job satisfaction (JS) are studied as potential and realized capacity variables. CKM act as a strategic asset to collect and assimilate the external customer knowledge. In contrast, satisfied employees act as a valuable asset that dynamically responds to changing customer needs and business environment by efficiently utilizing their knowledge and skills and reaching business success which is mirrored in customer satisfaction. Conclusive results enable practitioners to perceive the business success during economic crises in the organization’s absorptive capacity.

Double-edged sword of global demand heterogeneity: How service multinationals capture the benefits and mitigate the costs of managing customer knowledge

Drawing on the knowledge-based view, we develop a cost–benefit approach to examine how service multinationals can capture the benefits and mitigate the costs of customer knowledge gained from global demand heterogeneity so as to improve their internationalization performance. In the relationship between global demand heterogeneity and internationalization performance, we theorize that customer relationship orientation and structural flexibility serve as two key moderators: the former amplifies the benefits of diverse customer knowledge, and the latter reduces the costs of knowledge processing and routine adaptation. The study of Chinese service multinational enterprises supports our theoretical predictions regarding the moderating effects of customer relationship orientation and structural flexibility. Moreover, we find positive three-way interactions among production and consumption simultaneity, customer relationship orientation, and global demand heterogeneity in shaping internationalization performance. This study contributes theoretically and practically to our understanding of how service multinationals tap into global customer knowledge to improve their internationalization performance.

The role of Smart Technologies in Managing Customer Knowledge: A Survey Study

Contemporary organizations in the era of the knowledge economy have taken care of managing customer knowledge to achieve efficiency and effectiveness in the work entrusted to them, and at the same time, recent developments in information technology have pushed organizations to acquire smart technologies, which help them deal with customers intelligently to find smart solutions that achieve the goals of both the client and the organization. In this scientific study, we touched on the role of smart technologies in managing customer knowledge through the main question: What is the role of smart technologies in managing customer knowledge? by using the method of critical review to review a set of studies related to the variables of the study. The results of the study showed that smart technologies contribute to the success of managing customer knowledge and smart technologies enable managing customer knowledge anywhere, anytime, and they also affect the customer experience. The current study found that customer knowledge is the basis for gaining competitive advantage, and through its management helps in gaining customers and building databases in organizations, the study has recommended organizations to use smart technologies in customer knowledge management to meet the wishes and needs of their customers, and that requires the support of the leadership of the organization with all resources, It is also recommended that researchers and specialists in the field of knowledge management and managing customer relationships pay more attention to addressing research areas extensively in smart solutions that contribute to the support of customer knowledge management.

Customer knowledge management: a systematic literature review and agenda for future research

Purpose - Reviewing the literature from 2000 until 2020, this paper aims to analyse the nature of existing research on customer knowledge management (CKM) and outlines a future research agenda. 
 Design/methodology/approach – Selected articles on CKM are examined using a structured literature review methodology. The paper analyses 75 articles published from 2000 to 2020 within journals specializing in the fields of management, information systems and marketing.
 Findings – CKM is a research area of growing importance especially in the marketing and IS domains. Findings show different definitions of the construct depending on the examined field. Additionally, qualitative research on customer knowledge management is scarce and there seems to be a lack of understanding concerning CK creation, collection, transfer, and dissemination within the firm.
 Originality/value – The paper integrates the literature on CKM within a framework that links the antecedents, consequences, and moderators. Finally, the review identifies 3 research streams to extend the literature and outline key practical implications: implementation, firm performance and, customer engagement.
 Paper type - Literature review
 Keywords - systematic literature review; customer knowledge management; antecedent; moderators; consequences; research agenda

What do experts say about the conditions affecting customer knowledge management in academic libraries? An integrated perspective

PurposeThe purpose of the present study was to design an axial coding pattern for customer knowledge management (CKM) to identify the conditions affecting it from the perspective of experts in public university libraries.Design/methodology/approachThe current study used a qualitative approach. To collect and analyze data, the grounded theory method with a three-stage strategy of open, axial and selective coding was employed. The research instrument was a semi-structured in-depth interview and the data were categorized using MAXQDA 10 software. The sample of the study consisted of 26 experts from Iranian public universities who were selected through a combined targeted non-random sampling procedure (targeted and snowball). The necessary data were obtained through specialized interviews with 9 faculty members and 17 managers of public university libraries.FindingsIn the present study, 106 open coding, 35 axial concepts, and 16 selective general categories were identified as the conditions affecting CKM development in academic libraries in the form of causal conditions, intervening conditions, strategies conditions, context conditions, and consequences conditions around the core layer of CKM development. The identification of these conditions led to the development of a paradigmatic pattern for the research.Originality/valueThere is no record of research on developing empirical studies in libraries using an analysis of the conditions affecting CKM development in the form of an axial coding pattern. The present research contributed to closing this research gap. The axial coding pattern proposed in this study can serve as a guide for implementing CKM in academic libraries as well as increasing customer loyalty.

The mediating role of customer knowledge management on the innovative work behavior and product innovation relationship

PurposeThe purpose of the present research is to introduce a combined framework that integrates innovative work behavior, product innovation process and customer knowledge management; then, to explore the mediating effect of customer knowledge management in the relationship between innovative work behavior and the product innovation process.Design/methodology/approachThe basis for the present research is a cross-sectional design. Data collection from 154 employees occurred using the following structured questionnaires: Customer Knowledge Management (CKM), Innovative Work Behavior (IWB) and Product Innovation Process (PIP). Data processing used SPSS version 26.0, including the PROCESS (3.5) macro analysis.FindingsThe results show positive relationships between innovative work behavior and the product innovation process (r = 0.420, p < 0.01). Pearson's correlation shows a coefficient of 0.42, meaning that 42% of the variations in perceived product innovation are due to variations in innovative work behavior. The second condition of the mediation test involved testing the relationship between the independent variable (Innovative Work Behavior) and the mediating variable (Knowledge Management) and showed a significant relationship (r = 0.272, p < 0.01). The findings suggested that knowledge management that other determinants supported, such as collaboration in idea exploration, idea championing and encouragement of participation in idea implementation, significantly contributed to the product innovation process (r = 0.509, p < 0.01). The bootstrapping method confirmed that innovative work behavior supports product innovation through the mediation of customer knowledge management (z = 3.01, p = 0.002).Research limitations/implicationsThe cross-sectional design, along with the relatively low number of participants and the self-reporting nature of the questionnaires, represent the current study's main limitations. Developing the research model could integrate new variables, such as customer co-creation processes, performance-based compensation, employee citizenship activities and transformational leadership.Practical implicationsThis research has both theoretical and practical implications. These emphasize the importance of further investigation into the factors influencing companies' innovation processes. They also provide managers with a means of finding a fit between the deployment of customer knowledge mechanisms and the achievement of innovative workplace behavior, to improve innovation process efficiency.Originality/valueThe current study broadens the empirical research area of customer knowledge management and its impact on both innovative work behavior and the product innovation process, particularly in knowledge-intensive market scenarios that require organizations to be innovative.

Customer Knowledge Management in social media: application of the SMARTUR Framework for the proposition of smart solutions

This research demonstrates the application of the Smart Management of the Tourist Experience (SMARTUR) framework in the intelligent management of tourist experiences shared on TripAdvisor, so as to propose smart solutions in the city of Florianópolis (Brazil). The study also presents the main results obtained from applying the framework and its contribution to an intelligent management of tourist experiences and consequently the improvement of these experiences through the creation of smart solutions for this purpose. In addition, the application demonstrates the need to remodel the way Destination Management Organizations manage the tourist destination and how SMARTUR can contribute to this. More specifically, as it reveals how tourism managers can plan, collect, process, and analyze tourist experiences through their specific dimensions and thus identify strategic points in each of these dimensions that guide DMOs in proposing smart solutions which are more in line with tourist demands.

The New Times of Social Media Marketing in the B2B Framework

Nowadays, we live in the age of Marketing 4.0. Historically, marketing has often depended on changing consumer habits and needs. Thus, it is necessary to understand the new habits and needs of the consumer to make companies more and more effective. Currently, social media marketing (SMM) is ubiquitous in organizations, and is seen as a tool to achieve strategic goals. Therefore, SMM is important for companies to adapt their approach to customer relationship management and advance new marketing competencies to enable customer satisfaction. To drive customer satisfaction and improve customer experience, managers are loading social media applications into their current customer relationship management (CRM) systems. This study seeks to understand the feasibility of implementing SMM in business to business (B2B) companies and how this affects CRM and customer knowledge management (CKM). For this study, data were collected from two Portuguese micro-companies. The methodology used was exploratory qualitative in nature through a multiple case study, wherein semi-structured interviews were applied. It was found that SMM cannot be used in the B2B companies under investigation because CRM needs are much more dependent on CKM than on the mass interactions and indirect communication with the customer that can potentially exist in SMM. In these companies, communication with the client can be adjusted on a case-by-case basis through SMM, without the need for mass communication with all clients. This paper provides implications for the management of micro-enterprises regarding social media marketing. It also contributes to the development of the literature on SMM, CRM and CKM.

Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers

PurposeThe increasing adoption of digital technologies such as social media have changed the way consumers share knowledge about products and services among each other. The aim of this paper is to test what factors drive customers to share knowledge about products and services on social media pages.Design/methodology/approachA quantitative survey design was employed for this study. Empirical data were drawn from 358 consumers in Italy, using a purposive sampling technique. The hypothesised relationships were tested using ordinary least squares regression modelling.FindingsThe results of this study reveal that the usage frequency of online reviews (UFORs), social bonds (SBs), subjective happiness (SH) and reciprocity positively impact on customer knowledge sharing (CKS). By contrast, the perceived usefulness of online reviews (PUORs), helping others, customer susceptibility to interpersonal influence (CSII) and informational (INFO) do not impact CKS.Originality/valueTo the best of the authors' knowledge, this study is amongst the first to empirically test the antecedents of knowledge-sharing behaviours about products and services on online social media. The present work offers relevant implications for theory. First, the work enriches the customer knowledge management (CKM) theory by providing empirical evidence on factors leading to the higher sharing of knowledge amongst customers. Second, the work adds to the literature on social media, demonstrating the individual determinants on knowledge-sharing behaviours about products and services in online communities. Practically speaking, this paper identifies some key elements driving CKS in social media conversations. Thus, building upon the findings of this study, the authors provide some guidelines for social media managers and retailers for promoting CKS on social media pages.

Customer Satisfaction in the Retail Sector of Botswana

This paper examined the level of customer satisfaction within the retail sector of Botswana. In making this examination, the paper utilised the large retail chain stores, specifically, Choppies, PnP, Shoprite, and Spar, within Gaborone. This means that this paper undertook a survey concentrating on 4 retail giants in Botswana from which a sample of 750 customers was sampled using convenience sampling for participation in the study. The findings from this study show that the level of customer satisfaction in Botswana was good (rating score = 3.87/5). The significant contributors to customer satisfaction were gender, product quality, product diversity, pricing, responsiveness, design and appearance, and customer experience. The paper recommended that retailers focus on strategic pricing for enhanced customer satisfaction in the sector, adopt quality and diversity-centric policies, and adopt robust customer knowledge management and customer experience management.

The Integration Between Customer Knowledge Management, Customer Confidence and its Marketing Excellence An Exploratory Study in Asia Cell Mobile Communications Company in Nineveh governarate

The Integration Between Customer Knowledge Management, Customer Confidence and its Marketing Excellence An Exploratory Study in Asia Cell Mobile Communications Company in Nineveh governarate

Relationships among knowledge-oriented leadership, customer knowledge management, innovation quality and firm performance in SMEs

Drawing upon the literature on knowledge management, leadership, and innovation, this study investigates the possible associations among customer knowledge management, knowledge-oriented leadership, innovation quality, and firm performance in 283 small and medium-sized enterprises (SMEs) in Thailand. The mediating roles of customer knowledge management and knowledge-oriented leadership among these relationships are highlighted in the SMEs, wherein human resources and invested capital are limited. Therefore, the findings contribute to the extant literature by providing empirical evidence to support that customer knowledge management mediates in the relationship between knowledge-oriented leadership and innovation quality. In addition, innovation quality mediates the relationship between customer knowledge management and firm performance. Furthermore, the result supports the moderating effect of competitive intensity on the relationship between customer knowledge management and innovation quality. Finally, the theoretical implications for academics and managerial implications for SMEs’ managers are discussed.

Digital Transformation in Marketing through a Customer Knowledge Management Approach for Startups and SMEs: An EdTech Startup Case Study

Technologies are transforming marketing organizations; and exploiting the full potential of this transformation is one of the key challenges for startups and Small and Medium Enterprises (SMEs) requiring a holistic management approach towards Knowledge Management (KM) in the digital context. This paper addresses a central question from a resource-based perspective: how startups and SMEs with inadequate capabilities and limited resources drive digital transformation in marketing? Customer Knowledge Management (CKM) which integrates approaches from Knowledge Management and Customer Relationship Management (CRM) can play an important role towards this goal. This paper examines the evolving role of data sciences in relation to marketing for effective Customer Knowledge Management in startups and SMEs. Adopting a case study methodology in EdTech startup based in Egypt, this paper suggests technological tools that help startups and SMEs with limited resources and capabilities take advantage of data sciences in relation to marketing and extract valuable customer knowledge to improve CRM effectiveness. The case study also sheds some light on the relevant organizational factors that could help such organizations align the CRM business processes with IT infrastructure. This research provides some guidance, from an organizational perspective, to startups and SMEs in their digital transformation in marketing.