The Effect of Customer Knowledge Management on organizational Effectiveness Considering the Mediating Role of Organizational Agility (Case Study: Sepah Bank of West Azerbaijan province
Subject Areas : Biannual Journal of Value Chain Managementkamran Hosseinzadeh. 1 , reza rostamzadeh 2
1 - Department of Management, Islamic Azad University. Urmia Branch, Urmia, Iran.
2 - Department of Management, Urmia Branch, Islamic Azad University, Urmia,, Iran.
Keywords: Organizational Effectiveness, Organizational Agility, Structural equation model, Customer knowledge management,
Abstract :
Background and Objectives: Due to the importance of customers in today's competitive world, service marketing requires companies to have a good understanding of their customers and their needs. The purpose of this study was to investigate the effect of customer knowledge management on organizational effectiveness considering the mediating role of organizational agility.Method: This research is a descriptive-survey research based on correlation method. The statistical population included all managers and employees of the Sepah Bank in West Azerbaijan province. The data were gathered using a researcher-made questionnaire. The reliability of all variables was in acceptable range. The least squares and PLS-Graph software were used to test the model.Findings: The results showed that customer knowledge management with a path coefficient of 0.35 has a significant effect on organizational effectiveness and organizational agility with a path coefficient of 0.44 has a significant effect on the organizational effectiveness. In addition, the effect of customer knowledge management on organizational agility with a path coefficient of 0.79 was significant.Conclusion: Generally, customer knowledge management as a competitive advantage has an effective role in increasing the effectiveness and realization of organizational goals and creating flexibility.
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