Towards customer knowledge relationship management : integrating knowledge management and customer relationship management process

Dissertant

al-Hawwari, Samir Fawwaz

Thesis advisor

al-Riyalat, Harun
al-Shaykh, Asim A. R.

Comitee Members

Mansur, Ibrahim
al-Khalidi, Firas
al-Huri, Man

University

Arab Academy for Financial and Banking Sciences

Faculty

The Faculty of Information Systems and Technology

Department

Department of Management Information Systems

University Country

Jordan

Degree

Ph.D.

Degree Date

2008

English Abstract

Integrating Knowledge Management (KM) and Customer Relationship Management (CRM) process is a new research area, therefore , scientific research and literature around it remains limited.

In addition, the impact of KM process on customer acquisition, retention, and expansion to improve customer satisfaction remains under study and report.

While addressing this issue, this research investigates the role that KM process plays in CRM process to identify how an organization deals with its customers curre ntly, acquiring new customer by collecting knowledge about customer, retaining exis ting customer through improved knowledge for customer, expanding the relati onship with customer by growth knowledge from customer, and describing how organization deals with the customer in the future.

Through review and study of selected fundamentals of related literature, the author comes up with issues that emerged out of this research.

These challenges force the organizations to undertake a change in their business model to improve the processes and customer satisfaction.

This is in line with the aim of the thesis, which is meant primarily to propose a conceptual model that describes the integration of KM and CRM process to propose Customer Knowledge Relationship Managemen t (CKRM) process to improve Customer satisfaction.

According to what has been found of information in the literature on KM and CRM, the debate over whether KM process has become very necessary for building an efficient relationship with customers, or wheth er CRM process explains the rapid growth of the customer knowledge revolution, remains a controversial.

Clearly, there is an urgent need for a better clarification of such a confusing area.

In addressing the aforementioned need, an extensive review of normative literature is conducted by the author, whi ch will clarify this confusion.

The author assesses and compares the process between KM and CRM based on the proposed novel taxonomy.

The taxonomy highlights the processes of KM and CRM that can co-exist on the customer knowledge.

Thereafter, the taxonomy can be used to allow researcher and decision maker to explain the whole range of KM process functionality and, thus, improving customer acquisition, customer retention and customer expansion.

This thesis proposes a set of research hypotheses and introduces a novel model that shows the impact of KM process on customer acquisition, retention, and expansion.

This research adapts a positivism review of primary quantitative study for the integration of KM and CRM processes using the survey method which is conducted via a Questionnaire with 156 people working in the CRM area in Jordan .

The findings of the research suggest that all the process dimensions included and supported in the novel conceptual model of CKRM.

The findings lead to the conclusion towards increasing our awareness concerning the impact of KM process on CRM process to enhance customer satisfaction.

This means that both KM process and CRM process can co -exist in an integrating model.

The proposed model makes novel contribution in the area of KM process and CRM process and can be used as a frame of reference for the integration of KM and CRM processes.

Main Subjects

Business Administration

Topics

• Management
• Knowledge management
• Information technology
• Customer relations
• Intellectual capital
• Organizational learning

No. of Pages

246

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-306045