The impact of customers knowledge sharing on customer retention of Jordanian commercial banks : the mediating role of market orientation

Other Title(s)

أثر مشاركة المعرفة المتعلقة بالعملاء على الاحتفاظ بهم في البنوك التجارية الأردنية : الدور الوسيط للتوجه نحو السوق

Dissertant

al-Nasrawin, Nur Muhammad Ashtiyan

Thesis advisor

Awwad, Muhammad Sulayman Uqlah

University

Mutah University

Faculty

Faculty of Business

Department

Department of Business Administration

University Country

Jordan

Degree

Master

Degree Date

2021

English Abstract

This study aims to investigate the impact of customers knowledge sharing on customer retention through the mediating role of market orientation dimensions (customer orientation, competition orientation, and inter-functional coordination) in commercial banks in Jordan.

To achieve the objectives of the study, a questionnaire was designed, based on previous studies, as the main tool for collecting data.

A total of 120 complete questionnaire s was collected and analyzed from commercial banks' employees.

Partial Least Square (PLS), using SmartPLS 2.0 program, was used to investigate the direct, indirect, and mediating impact between study variables.

The results of the study indicated that customer knowledge sharing has a positive direct impact on customer retention.

Also, the results show that all market orientation dimensions (customer orientation, competition orientation, and inter-functional coordination) have a direct impact on customer retention.

The Sobel test results also indicated that all market orientation (customer orientation, competition orientation, and interfunctional coordination) fully mediates the impact of knowledge sharing on dimensions of customers' retention.

Several relevant recommendations have been presented to decision- makers in Jordanian commercial banks on how to retain customers.

Main Subjects

Business Administration

No. of Pages

77

Table of Contents

Table of contents.

Abstract.

Abstract in Arabic.

Chapter One : Theoretical background.

Chapter Two : Review of literature.

Chapter Three : Design and methodology.

Chapter Four : Findings and discussions and recommendations.

References.

American Psychological Association (APA)

al-Nasrawin, Nur Muhammad Ashtiyan. (2021). The impact of customers knowledge sharing on customer retention of Jordanian commercial banks : the mediating role of market orientation. (Master's theses Theses and Dissertations Master). Mutah University, Jordan
https://search.emarefa.net/detail/BIM-1332282

Modern Language Association (MLA)

al-Nasrawin, Nur Muhammad Ashtiyan. The impact of customers knowledge sharing on customer retention of Jordanian commercial banks : the mediating role of market orientation. (Master's theses Theses and Dissertations Master). Mutah University. (2021).
https://search.emarefa.net/detail/BIM-1332282

American Medical Association (AMA)

al-Nasrawin, Nur Muhammad Ashtiyan. (2021). The impact of customers knowledge sharing on customer retention of Jordanian commercial banks : the mediating role of market orientation. (Master's theses Theses and Dissertations Master). Mutah University, Jordan
https://search.emarefa.net/detail/BIM-1332282

Language

English

Data Type

Arab Theses

Record ID

BIM-1332282