| Article Details : |
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| | | Article Name : | | | Outlining Role of Knowledge Management in
Customer Relationship Management (CRM) West
Mazandaran based Carpet Stores | | Author Name : | | | PEDRAM BABANATAJ KASGARI1, HASSAN RAZAGHI SHANI | | Publisher : | | | Bridge Center | | Article URL : |  | | | Abstract : | | | Emphasizing knowledge as a key competitive resource in
todays 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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