Behavioral factors affecting online customers’ knowledge sharing in Jordan

Dissertant

Mukhaymar, Muhammad Ibrahim

Thesis advisor

al-Shaykh, Asim A. R.

Comitee Members

al-Zubi, Hasan Abd Allah
al-Sarayirah, Bashshar
Kanan, Raid Karim

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

2011

English Abstract

Knowledge management and Customer Relationship Management are two important concepts, not only because of one to one marketing strategies facilitated by technologies like the internet but also by recognizing that importance of strong relationships with customers is becoming a differentiating competitive factor, particularly in services industries.

Despite increasing investment in knowledge sharing tools, there has been very little research in customer knowledge creation d from a focus on programs to a broader focus on behaviors.

The purpose of this thesis is to provide a better understanding of what factors increase / hinder the Orange Jordan customers to share their knowledge and centers on the question of why customers might be motivated towards, or inhibited from, sharing their knowledge and experience in their online interaction with the organization.

By testing the Unified Theory of Acceptance and Use of Technology (UTAUT) in both perspectives (to extend the theory to better explain the online customer knowledge sharing behavior) the area of use (Jordan telecom group), this work proposed that additional variables like Trust and past experience were important to explain knowledge sharing intensions.

This work applied a Structural Equation Modeling (SEM) to measure the empirical strength of the relationships in the proposed model, through an online questionnaire administered to Orange Jordan telecom group customers.

In terms of perspectives the UTAUT theory demonstrated a good and accepted power of explanation and can be used for other behaviors than technology acceptance as verified by this thesis “Intention to share knowledge”.

Also in terms of perspectives, the trust between organizations and customer of a win-win relationship was verified to be an important factor in enhancing and increasing CKS behavior.

The research proved as suggested by authors of the UTAUT that experience is very important factor as a facilitator supporting all other variables to increase sharing.

In terms of area of use it has been proven that the UTAUT with its modifications can be used in such contexts like telecom customers Jordan and these perceptions could be used by organizations in developing realistic environments that are conducive to knowledge sharing.

Main Subjects

Marketing
Information Technology and Computer Science

Topics

• Consumer behaviour
• Jordan
• Internet marketing
• Customer services

No. of Pages

160

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-306761