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Towards Customer Knowledge Relationship Management: Integrating Knowledge Management and Customer Relationship Management Process

Author

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  • Haroun Alryalat

    (The Arab Academy for Banking and Financial Sciences, Amman-Jordan, Jordan)

  • Samer Al Hawari

    (Applied Science Private University, Jordan)

Abstract

Due to the strong competition that exists among organisations and the rapid change in the business environment, knowledge has turned out to become a key source for organisations to enhance the competitive advantage. Integrating Knowledge Management (KM) and Customer Relationship Management (CRM) process is a new research area, therefore, scientific research and literature around it remain limited. In addition, the impact of KM process on customer acquisition, retention, and expansion to improve customer satisfaction remains under study and report. The aim of this paper is to present a conceptual framework of KM integrated with CRM called Customer Knowledge Relationship Management (CKRM) Process depending on analysis of various models presented in KM and CRM. The main highlighting is laid upon the concepts of the concept of customer knowledge (knowledge about customer, knowledge for customer, knowledge from customer). Therefore, this paper contributes to the development of KM process (Knowledge Process about Customer, Knowledge Process for Customer, and Knowledge Process from Customer). The paper investigated how the companies in Jordan developed KM process to improvement the CRM process. Based on data collected from the company, results from analysis indicated that the KM process had a positive effect on CRM process.

Suggested Citation

  • Haroun Alryalat & Samer Al Hawari, 2008. "Towards Customer Knowledge Relationship Management: Integrating Knowledge Management and Customer Relationship Management Process," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 7(03), pages 145-157.
    • Handle: RePEc:wsi:jikmxx:v:07:y:2008:i:03:n:s0219649208002020
    DOI: 10.1142/S0219649208002020
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    References listed on IDEAS

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    1. Beatty, Bess, 2004. "“Origins of the New South†Fifty Years Later: The Continuing Influence of a Historical Classic. Edited by John B. Boles and Bethany L. Johnson. Baton Rouge: Louisiana State University Press, 2003. ," Business History Review, Cambridge University Press, vol. 78(3), pages 524-526, October.
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    Cited by:

    1. Wa'el Hadi, 2017. "A New Model for Integrating Phases of Decision-Making and Knowledge Base for Improving Customer Satisfaction," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 16(03), pages 1-21, September.
    2. Alhawari, Samer & Karadsheh, Louay & Nehari Talet, Amine & Mansour, Ebrahim, 2012. "Knowledge-Based Risk Management framework for Information Technology project," International Journal of Information Management, Elsevier, vol. 32(1), pages 50-65.
    3. Victoria O. Akpa & Babatunde H. Akinlabi & Priscilla T. Asikhia & Goodluck K. Nnorom, 2020. "Knowledge Management and Performance of Organizations: A Case Study of Selected Food and Beverage Firms," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(3), pages 3-18.

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