Designing and Validating a Model for Integrating Customer Knowledge Management and Customer Relationship Management with a Competitive Advantage Approach in the Iranian Banking Industry

Subject Areas : Strategic Management Researches

Saba Heydari ¹ (PHD Student, Department of Business Management, Roodehen Branch, Islamic Azad University, Roodehen, Iran)
Fariz TaheriKia ² (Assistant Professor, Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran)
Niloofar Imankhan ³ (Assistant Professor, Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran)

Received: 2021-12-12 Accepted : 2021-12-12 Published : 2021-05-22

Keywords: Banking industry, Customer Relationship Management, Competitive Advantage, Customer knowledge management,

Abstract :

Integrating customer knowledge management and customer relationship management may be considered as one of the most important fields of competitive advantage in the third millennium, which is an opportunity to use knowledge-based and customer-oriented manpower, with maximum effectiveness in business and value creation for the customer. The study is applied in terms of purpose and a survey description in terms of data collection. The statistical population in number of 1235, which a statistical sample of 293 people has been extracted according to the Morgan sample size determination table. Sampling method is convenience sampling and a questionnaire was used to collect data. In this research, model equations and analyzes have been done by using structural equation modeling through Smart PLS software. The results showed that casual conditions (response of the bank to the external environment, implement international standards and bank social responsibility), contextual conditions (change the approach of the bank's senior management and liberalize and deregulate the government) and intervening conditions (bank empowerment culture and dynamic competition) have a positive and significant impact on integrating customer knowledge management and customer relationship management. Among the proposed strategies integrated marketing, development of technology and modern banking services and strategic alliance have a positive and significant impact on integrating customer knowledge management and customer relationship management but delta model doesn’t have a significant impact. Customer knowledge management and customer relationship management has a positive and significant impact on gaining a competitive advantage for the bank, increasing customer satisfaction and strengthening banking services in society.

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