The Empact of Knowledge Management on

Document Type : مروری

Abstract

Abbasali Hajikarimi*, Elmira Karimnezhad**[1][2] Abstract     In today’s competitive environment, knowledge management and learning orientation are important agents in achieving competitive advantage. Also, for achieving these competitive advantages, companies should pay attention to the customer and its retention. Customer relationship management is essential and inevitable for companies’ retention in the markets. So, customer relationship management and knowledge management are one of the strategic tools for all of the companies. There are different studies that investigate the failure rate in applying customer relationship management strategies. But there is a subject that did not pay attention to it, the influence of this agents with learning orientation on customer relationship management success. Statistical population of this research is managers and employees of eight regions of Telecommunication company of Tehran. Then a cluster sampling method was used and 381 samples are determined. After gathering data by questionnaire with five point Likert scale, determined data are arranged and entered in SPSS software, and structural equation modeling method and PLS smart software are used  for gaining last model. Results showed that learning orientation had the most influence on customer relationship management success and knowledge sharing and customer relationship management technology had the least influence on organizational variables and at last customer  relationship management success. Keywords: Customer Relationship Management; Knowledge Management; Learning Orientation; Organizational Factors; Structural Equation Modeling.* Associate Professor, Shahid Beheshti University** Master Student, Islamic Azad University, Science and Research Branch, (Corresponding Author).Email: e.karimnezhad@gmail.com 

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History

  • Receive Date: 30 September 2015
  • Revise Date: 09 November 2024
  • Accept Date: 31 December 2020

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