文章基本信息

标题：A study on effects of knowledge management on the success of customer relationship management
本地全文：下载
作者：Mahtab Hassani ; Elham Aghaalikhani Masoud Hassanabadi ; Mostafa Shakouri Rad 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2013
卷号：3
期号：9
页码：2431-2436
DOI：10.5267/j.msl.2013.08.022
出版社：Growing Science
摘要：Nowadays, it is widely accepted that knowledge is the primary source of adding more value to organizations and business units. Customer relationship management (CRM), on the other hand is the main bridge for building a connection between management team and users and a good CRM also contributes to firms in terms of customer retention and getting more market share through word of mouth advertisement. In this paper, we present an empirical investigation to find the effect of knowledge on CRM in one of Iranian banks. The proposed study selects a sample of 384 randomly selected people and distributes a questionnaire among them. Cronbach alphas for all components of the survey have been well above 0.70, which validates the overall questionnaire. The results have confirmed that knowledge influences CRM positively in terms of customer satisfaction, customer loyalty and trust.
关键词：CRM; Customer satisfaction; Knowledge; Trust; Customer loyalty