The way of knowledge management affect on CRM process
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2017, Vol 11, Issue 2
Abstract
In this paper we focus on the impact of knowledge management (KM) on Customer relationship management (CRM), one of the key strategic tool for all companies, especially in the current competitive environment. Moreover, customer knowledge is an important issue for CRM implementation. Reviewing the literature, we found many studies that analyze the crucial role played by KM initiatives as determinants of the success of CRM. Moreover, we found also diverse studies that show high rates of failure when implementing that strategy, so there is still no integrated conceptual framework to guide companies to their successful implementation. In this paper, with data of some Iranian hotels, we examine the relationships between KM and CRM success using a structural equation model. The main contribution is that having knowledge management capabilities is not sufficient for the success of CRM, but there are other factors to consider. In particular, organizational factors indeed impact CRM success and they appear to be intermediaries of the impact of other factors (KM capabilities/technological/customer orientation factors) in the success of CRM (in financial and marketing terms).
Authors and Affiliations
Dr Ebrahim Albou Naeemi| Phd , Islamic Azad University, email: Ebrahimnaiemi@yahoo.com, Mehdi Kalantari| Phd student, Islamic Azad University, Ali Mazdbafzade| Phd student, Islamic Azad University, Seyede Ameneh Mousavi| Phd student, Islamic Azad University
Keywords
Related Articles
- EP ID EP7420
- DOI -
- Views 522
- Downloads 78
Dual-Band Planar Monopole Antenna Loaded with Rotated Inner Ring of SRRs
In this paper, a planardual band monopole antenna loaded with metamaterialis proposed. The metamaterial structures used in this study are based on Split Ring Resonators (SRRs), with rotated inner ring,which can not only...
beginning of architecture at southern zagros (the regions of kohgiloye and bakhtiary)
All archaeologists and historians believe that the main events of the Neolithic period (i.e.,the beginning of agriculture and animal domestication) originated in the Middle East regions. With the start of agriculture, hu...
The Manifestation of Religiosity in Mental Health Realization
Peace is a missing mental dimension that humans are seeking to it with his all desire. Sometimes people are made a mistake in recognizing the true thing and are misguided to achieve to this issue. In such a condition, th...
Geotechnical factors for foundation design by considering axial loading
Allowable stress design (ASD) methods have been used for designing foundations and other geotechnical applications. The geotechnical resistance of a pile arises as a combination of side friction, where load is transmitte...
A Study on the Effects of Urea and Molasses on the Nutritional Value of Nut grass (CyperusRotundus) Forage Silos of Sistan Region
This research was conducted aiming to study the changes of chemical components and improvement of Nut grass forage silos digestibility with the addition of urea (0, 2.5, and 5 g) and molasses (0, 10, and 15 percent) usin...