چکیده:
Considering the unparalleled role of knowledge in gaining competitive advantage in today's global economy, businesses are paying more attention to customer knowledge than ever before. Identifying and managing types of customer knowledge is one of the challenging issues facing researchers and experts in the field of knowledge management and customer relationship management. The aim of this research is to present a conceptual framework for the typology of customer knowledge. To achieve this goal, a three-stage research strategy including "Designing the research conceptual framework", "Validating the research conceptual framework" and "Evaluating the selected company (Sazmaneh Hamkaran System) using the designed framework" was followed. In the first stage, using review and analysis of research literature, a conceptual framework (grape cluster framework) consisting of thirty titles of customer knowledge under three main categories of knowledge "for", "from" and "about" the customer was designed. Then, the validity of the proposed framework was examined and confirmed using expert surveys. The grape cluster framework can be considered the most comprehensive framework in the field of customer knowledge typology. Finally, the extent of managing types of customer knowledge in Sazmaneh Hamkaran System company was evaluated based on the designed framework. The results of the research show that this company has so far paid more attention to "knowledge for the customer".
خلاصه ماشینی:
Presenting a Conceptual Framework for Customer Knowledge Typology: A Case Study Mehdi Shami Zanjani 1, Fatemeh Najafloo 2 Considering the unparalleled role of knowledge in gaining competitive advantage in today's global economy, businesses are paying more attention to customer knowledge than ever before.
Finally, the extent of management of various types of customer knowledge in Hekmatan System Company was evaluated based on the designed framework.
Bose & Sugumaran 4 (2003) presented a framework for integrating customer relationship management and knowledge management, the goal of which was to use customer knowledge in determining the characteristics and prices of products and services.
Bose & Sugumaran 4 (2003) presented a framework for integrating customer relationship management and knowledge management, the goal of which was to use customer knowledge in determining the characteristics and prices of products and services.
3 Customer knowledge is a dynamic combination of experience, value, information, and expert perspectives that is needed and created during 4 the process of transactions and exchanges between customers and the company [19].
e(d2)- t Test Result Lower upper Customer Background Hypothesis H1 is Confirmed (Previous Purchase Behaviors 1/75 1/25 1/500 12/042 29 0/000 is Confirmed) Knowledge of Products Hypothesis H1 is Confirmed 5/778 29 0/000 1/133 0/73 1/53 and Competitor Services is Confirmed Friedman Analysis of Variance Test To investigate the importance of experts in managing each type of customer knowledge and ranking them, the Friedman test was used, which includes the following hypotheses: H0: There is no significant difference between the importance of each type of customer knowledge.
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