Towards Smart Customer Relationship Management in the Beyond Physical Space: A Knowledge Management Approach
نویسندگان
1 Ph.D. Student, Department of business management, south Tehran branch, Islamic Azad University, Tehran, Iran.
2 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.
3 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
doi
چکیده
The increasing development of management information systems provides the ability to use customer data in the form of large databases. Generally, many effective marketing insights are hidden under customer characteristics and their purchasing patterns, and knowledge-based marketing management can help to reveal them. Recent emphasis on customer relationship management has made the marketing function an ideal application area for analyzing customer data.Therefore, considering this sense of need, the general objective of the present study, namely the relationship between knowledge management and customer relationship management, was examined. According to the results of the study, knowledge management has a positive and significant effect on customer relationship management. This relationship is 1.88 percent, and a positive value indicates that the effect is positive and direct. Considering the multiple correlation coefficient, it can be said that the customer relationship management variable is explained by knowledge management. Finally, considering the relationships in the model, research suggestions were presented.
