Integrating Knowledge and Customer Relationship Management for Collaborative Learning Spaces
نویسندگان
1 Ph.D. Student, Department of business management, south Tehran branch, Islamic Azad University, Tehran, Iran.
2 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
3 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.
doi
10.22034/lss.2025.550689.1050چکیده
Combining the two important areas of knowledge management and customer relationship management has been proposed as a new approach that can create a platform for interactive learning spaces between the organization and customers. These interactive learning spaces not only lead to promoting innovation and increasing value creation, but also play an important role in improving customer experience and creating sustainable loyalty. The aim of the research was to combine knowledge management and customer relationship management to create interactive learning spaces. Therefore, this research was conducted qualitatively and with the content analysis technique. Based on the semi-structured interview tool, the initial codes were identified in the Maxqda software. The statistical population includes senior and executive managers of Saipa Automobile Company; senior marketing and public relations managers and experts, and academic experts with relevant scientific backgrounds, who were selected using theoretical sampling. In the present study, the opinions of 12 people were collected through 12 semi-structured interviews until theoretical saturation was reached. The two dimensions of customer knowledge and customer relationship management were identified based on three main components.
