Clarifying the effect of customer knowledge management to improve business performance of banks: considering the role of electronic customer relationship management

Abstract

All companies need to create a better and more powerful customer knowledge management for improving customer satisfaction and business performance. A number of studies have examined the positive effects that customer knowledge management may have on business performance, and the positive effects that customer relationship management may have on business performance. But the main objective of this study is to evaluate the role of electronic customer relationship management on relationship between customer knowledge management and business performance. The research population is Mellat Bank's clients in Tehran. For data analysis, structural equation modelling is used. The results showed that customer knowledge management and electronic customer relationship management are affecting direct factors on business performance. Also, there is indirect effect between customer knowledge management and business performance through electronic customer relationship management. On the other hand, both analytical and operational customer relationship management have effect on business performance.