Influence of Knowledge Management on the Customer Relationship Management with Meditative Role of Satisfaction and Customer Loyalty
Subject Areas : Business StrategyAli Ghasemi-Kia 1 , Mohammad Mohebby 2
1 - Department of Business Management, Qeshm Branch,Islamic Azad University, Qeshm, Iran
2 - Department of Business Management, Qeshm Branch,Islamic Azad University, Qeshm, Iran
Keywords: Knowledge management, customer loyalty, Customer Relationship Management,
Abstract :
In present study, effects of knowledge management on the customer relationship management is studied. Study technique is descriptive and survey. To test the study hypotheses firstly a questionnaire with 30 items was designed and applied to 80 managers survivor and directors of various parts of Hormozgan oil company. Then achieved information's were categorized in excel and their statistical properties were studied. Then study architecture model was adapted using smartPLS software to examine the relationship between the variables. In the fitness stage, 4 items were deleted due to lack of suitable relationship with the study variables and then the final model was extracted. Relevance and reliability of the construction and model was examined and after assuring the accuracy and reliability of test tool, study hypotheses were examined. Results of this study indicates that knowledge management with mediatory role of customer loyalty has a significant relationship with customer relationship.