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The Impact of Knowledge Management on Customer 42181 Masoud Mazhari/ Elixir Org. Behaviour 97 (2016) 42181-42185 Available online at www.elixirpublishers.com (Elixir International Journal) Organizational Behaviour Elixir Org. Behaviour 97 (2016) 42181-42185 The Impact of Knowledge Management on Customer Relationship Management: The Case of Resalat Qard Al- Hasan Bank‟s branch in Kermanshah province Masoud Mazhari Resalat Qard Al- Hasan Bank, Kermanshah Branch, Kermanshah, Iran. ARTICLE INFO ABSTRACT Article history: The term “Customer Relationship Management” was publicly mentioned Received: 8 July 2016; for the first time in 1960 by management professors such as Peter Drucker and Theodore Received in revised form: Levitt. Customer access to various channels of information and data distribution, and 10 August 2016; presenting goods for selecting a product in a compact and highly competitive Accepted: 15 August 2016; environment in the market, have reduced their loyalty towards suppliers. For this reason, the question of how to effectively communicate with clients and their survival is one of Keywords the most important issues in Durability and stability of companies in the area of Customer relationship competitiveness and profitability. Considering the key role of knowledge management management, (KM) and customer relationship management (CRM) and their strategic effect in today‟s Customer knowledge, competitive world. The main goal of this study the effect of customer knowledge knowledge management. management on customer relationship management in selected branches of Resalat Qard Al- Hasan Bank is a province. There for, whilst a review about the subject literature, a questionnaire was set and verbal to 224 person who were statistical society members. (140 person from Kermanshah Resalat Qard Al- Hasan bank branches). The collected data were arrived in Spss and software after coding. To determine being normal, the data obtained of Colmogroph-Smirnoph was applied and confirmed the results of being normal test. Hypothesizes of the study were examined by performing of Spearman correlation test and their significant and positive effects were proved, this means that knowledge management totally has a direct and significant relation with organizational commitment and professional commitment., results of structural equations ultimately, results of structural equations model with variance estimation square root, is confirmed approximation error less that 0-10 and fit suitability indicators more than 0.9 of model suitability, and the ratio of "k2 to freedom degree" being less that 5, also confirmed the model credit, totally, it showed that, structural equation ,model totality, the influence of customer knowledge management on customer relationship management between Kermanshah Melat bank personnel‟s is confirmed. © 2016 Elixir All rights reserved. Introduction management is considered as the main success factor Today's world is the world of knowledge-based including acquiring and using knowledge management, and organizations. Knowledge management in order to get the new publishing knowledge, although other factors like sources of knowledge has focused on new theories as social organizational factors, customer orientation, and CRM knowledge management, whose goal is to have access to technology can also have direct or indirect effects on CRM customers' massive amount of knowledge [1]. In recent years, success. One indirect effect is an effect on CRM success knowledge management has been considered as a key tool for which is not considered directly but it's considered through enhancing organizational efficiency and performance and other factors and as a result it's similar to other previous provides organizations with opportunities of having the ability studies .Today's competitive world has made organizations of recognizing chances in the market and to increase their pay more attention to their customers and instead of massive competitive privilege. It's managing the process of personal and efficient production; emphasize on the customer and and organizational knowledge distribution and dispensation in his/her satisfaction with service giving. Customer relationship the whole organization that ends in its Increased efficiency management helps organizations with recognizing key and performance. For this reason, banks should firstly customers and those who are important and with keeping them emphasize on equipping themselves recognizing for future exchanges, and in this way causes a decrease in needscustomers‟expectations and considering the market‟s costs made for new customer attraction and also helps them situation and should build a strong and trustful relation with income production from loyal customers. Organizations between institutions and customers, because any bank that have realized that customers are their most precious recognizes and fulfills these needs before the other rivals, will belongings; therefore, they look at their relations with be the winner in the competition ground. Knowledge Tele: E-mail address: [email protected] © 2016 Elixir All rights reserved 42182 Masoud Mazhari/ Elixir Org. Behaviour 97 (2016) 42181-42185 customers as an advantageous communion that needs to be Theoretical research: well managed [9].In today's competitive environment, the Different definitions of customer relationship customer relationship management and strategic tools' management are provided by the researchers. Some consider it knowledge management is considered as a key to all the as strategy, some consider as technology, some other consider organizations, also knowledge management is an important it as information system Customer relationship management is matter for accomplishing and fulfilling customer relationship a process consisting of monitoring clients, collecting proper management. There are so many studies which analyze the data, management and evaluation of data and finally real vital and effective role of KM on CRM. But still,there's a lack advantage of the extracted data in their interactions of conscious of what the effects of this factor and other ones Traditionally, customer relationship management as a tool to like CRM technology, customer orientation, organizational communicate to customers various loyalty programs is known factors are on CRM success. Also, Sin et al [4] discuss that by the company, but it was Raknargza shah largest source of there's no meaningful and integrated frame that interprets the knowledge in customers. [8] Utilization of customer meaning of CRM in specific organizational activities. For this knowledge management, customer relationship management reason, there's a need for a meaningful model based on CRM strategy to reduce risk factors in the decision to retain success knowledge that includes the main and determinant and customer loyalty. The smart decision would be more effective. effective variables on successful performing of this strategy. [9] Since customer relationship managements a management Considering the discussed matters, current research practically tool used to manage relationships with customers. In order to studies the effectiveness and the role of knowledge make good relationship with customers, Without these tools, management capability, organizational variables, CRM competition and living will be very difficult and leads to miss technology, and customer orientation on CRM success and many chances in daily life of people and communitiesIt is looks for the answer of questions as "is KM effective on CRM essential communication And its impact on customers A good as the main factor of success? do other present factors as CRM practice And is satisfactory And the product on the market to technology, organizational factors, and customer orientation be steady in the face of changing needs, Customer. This also play a role in this success, and what's their role in CRM problem requires a deliberate management of customer success?" to find these questions' answers we analyze theories knowledge [10] Service provided diversity Dorsa in the model of a meaningful frame and then start to compare mania Attract and increase the customer. [11]Organizations the results of the research with previous studies. Knowledge as can not The present world with its various achievements is a key competitive factor. The global economy is considered always exposed to unpredictable changes and but to be successful in today's dynamic market. Another evolutionsEstablish effective communication with customers important component to a customer must also be considered. Kited Unless they understand what services, Elvin Traveler Using knowledge management with customer relationship believes “21st century as a super theory age will be attractive management, which makes it possible for organizations more for people when present human can have necessary tolerance likely to be able to identify opportunities in emerging markets against changes of the century and appears courageously and to increase their competitive advantage [2]. Firstly, the against it.” This case will be accomplished when present words, the theoretical Investigated notion is expressed Vida human can prepare himself for very large changes in future land the research methodology Research objectives and world from now [12]. How and when is valuable to customers hypotheses are paid and the statistical methods used And And what they charge for it Today, the value of knowledge findings expressed with extreme competition and recession management, customer relationship management for many selling
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