چکیده:
Customer Relationship Management (CRM) and Knowledge Management (KM) have become especial and strategic keys in the current competitive environment for all companies. The critical role of KM as the main determinant of the success of CRM has been the focal point of the previous researches; the present paper aimed at studying the impact of different KM factors- such as Customer Knowledge (CK), Staff Knowledge (SK), and Market Knowledge (MK)-on CRM. The data collection is done through participation of 113 experts in selected banks and through applying Structure Equation Modeling (SEM) and Factor Analysis the relationships between KM and selected parts of CRM improvement is examined. The Privatization in Iran has already affected the state banks in some areas such as competitiveness, customers, and reputation; therefore, it would be necessary to find a way to reduce this competitive gap in the banking sector. The findings of the present study indicated that the KM capabilities, which proved to be effective in more than 60% of the selected parts, could not be taken as the only factors contributing to CRM improvement; this is why KM factor can lead to improvement in CRM sub modules such as Service Management, Complain Management and Suggestion Management
خلاصه ماشینی:
Rezaei-Malek 1 Department of Industrial Management, School of Management and Economics, Science and Research Branch, Islamic Azad University (IAU), Tehran, Iran 2 Department of Information Technology Management, Electronic Branch, Islamic Azad University (IAU), Tehran, Iran Customer Relationship Management (CRM) and Knowledge Management (KM) have become especial and strategic keys in the current competitive environment for all companies.
The critical role of KM as the main determinant of the success of CRM has been the focal point of the previous researches; the present paper aimed at studying the impact of different KM factors- such as Customer Knowledge (CK), Staff Knowledge (SK), and Market Knowledge (MK)-on CRM.
We summarize the concept of CRM, from the literature review, as follows: CRM is a business strategy, that’s purpose is establishing and developing value-creating relationships with customers based on knowledge.
KM Capabilities and CRM Success KM feature is the ability of an organization to take, manage and deliver real time authenticated customer, products and services information to improve customer response and provide faster decision-making based on believable information (Alavi and Leidner, 2001).
staff knowledge contain both of them, and by managing them we can improve their CRM ability and make satisfaction customers for firms.
This paper aims at introducing a model based on improving CRM with KM and to explore the relationship among customer knowledge, staff knowledge, marketing knowledge and service management (SER), complaint management (COM), suggestion management (SUG) (See Figure 1).