European Academic Research ISSN 2286-4822
ISSN-L 2286-4822
Impact Factor: 3.4546 (UIF)
DRJI Value : 5.9 (B+)
Article Details :
Article Name :
Outlining Role of Knowledge Management in Customer Relationship Management (CRM) West Mazandaran based Carpet Stores
Author Name :
Pedram Babanataj Kasgari, Hassan Razaghi Shani
Publisher :
Bridge Center
Article URL :
Abstract :
Emphasizing knowledge as a key competitive resource in today's world, Organizations should also consider another key element of customer knowledge. The success of customer relationship management in a business environment is only possible when integrated with knowledge management systems and knowledge management processes for customer relationship management. The purpose of this study was to explain the role of knowledge management on customer relationship management in western carpet stores of Mazandaran province. The research method is descriptive-survey and based on the purpose of the applied research type. The statistical population of the research was employees and managers of carpet stores in west of Mazandaran province. The sample size was 380. The sample size was 113 according to Morgan table. Of these, 108 have cooperated with the researcher and delivered a fault-free questionnaire. The results of the Structural Equation Test by Lisrel software show that knowledge management has a significant effect on customer relationship management in western carpet stores of Mazandaran province. Therefore, managers should use creative, effective and efficient types of knowledge to attract and retain customers.
Keywords :
Knowledge Management - Customer Relationship, Management - Carpet stores – Mazandaran Province

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