Marketing Science and Technology Journal
Designing Customer Knowledge Management Model to Create Value in Online Business: A Case Study of Electronic Retailers
Authors
1 Ph.D. candidate, Business Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
2 Professor ,Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
3 Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
Abstract
In today’s digital age, one of the management strategies, in order to create new values and gain a sustainable competitive advantage in customer-oriented companies, is to enhance customer knowledge management. Therefore, the main purpose of this study is to evaluate and analyze the impact of customer knowledge management on creating organizational value in electronic business. The present study is qualitative-quantitative research. In the qualitative section review of the previous studies and thematic analysis were used. Then, in the quantitative section, using the structural equation modeling method through PLS software, the research hypotheses were tested at the level of 400 experts of companies active in the field of electronic retail businesses. according to the qualitative results, “technical efficiency” and “corporate social responsibility” as indicators of creating organizational value were identified as new components in this study. Based on the quantitative results, a positive and significant relationship was observed between customer knowledge management and creating organizational value. The results showed that among the components of knowledge for the customer, knowledge from the customer, and knowledge about the customer, the components of knowledge for customer and knowledge about customer had the most and the least effect on creating value in electronic retail business environments, respectively. According to the research results, it can be concluded that our expectation from customer knowledge management is to create the most value from the development of customer knowledge and its management at a strategic level.
Keywords
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