The study of knowledge management’s effect on CRM success, Considering the intermediary effect of organizational factors. - TI Journals (original) (raw)

International Journal of Economy, Management and Social Sciences, 2014

Abstract

Knowledge management capability Customer relationship management success Organizational factors Customer relationship management technology Customer orientation Considering the key role of knowledge management (KM) and customer relationship management (CRM) and their strategic effect in today’s competitive world, this research surveys the effect of knowledge management capability on customer relationship management success. With a review on subject’s literature, we faced a lot of studies that show the crucial role that knowledge management capability plays in being successful at customer relationship management. This research is done using a sample of 223 members of managers, assistances, and experts of Pasargad bank. data processing is done by Amos software using structural equations model. Research results show that knowledge management has positive and significant effects on customer relationship management through different variables as customer caring, acquiring and putting kno...

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