The Investigation of Knowledge Management Impact on Customer Relationship Management (Case Study: Food Distribution Companies in Shiraz)
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 7
Abstract
In today's world, the current organizations require the knowledge management for understanding and adapting the environmental change management due to outsmarting the competitors . The knowledge management in organizations leads to the development of the new products, services, and processes, the growth improvement and profitability, the continuity of competitive advantage, the increase in the customer relationship efficiency. The purpose of this study was to investigate the effect of knowledge management on the success of customer relationship management in food distribution companies in Shiraz. This study was descriptive- correlative type for collecting data and the applied type in terms of its purpose. The required data were collected by distributing a questionnaire among 101 employees in food distribution companies in Shiraz. To test the research hypotheses, the structural equation modeling has been used based on the Partial Least Squares Method. The results show that the main hypothesis has been verified. It should be noted that two sub-hypotheses of knowledge as acquisition and application of knowledge have a positive and significant effect on the strategic entrepreneurship, and two hypotheses as for the knowledge storage and knowledge dissemination have no positive and significant effect on the success of customer relationship management.
Authors and Affiliations
Fatemeh Karimi
Keywords
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