Customer Knowledge Management (CKM): A Way to Increase Customer Satisfaction

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Author(s): Rawan Khasawneh (Jordan University of Science and Technology, Jordan)and Ameen Alazzam (Al-Tai'f Technical College, Saudi Arabia)
Copyright: 2015
Pages: 15
Source title: Handbook of Research on Managing and Influencing Consumer Behavior
Source Author(s)/Editor(s): Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania)
DOI: 10.4018/978-1-4666-6547-7.ch001

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

The knowledge-based perspective of the firm implies that knowledge is an important asset that should be utilized effectively in order to achieve sustainable competitive advantage and leverage customer loyalty and satisfaction level. Integrating Customer Relationship Management (CRM) and Knowledge Management (KM) resulted in introducing the concept of Customer Knowledge Management (CKM), which focused on getting the maximum benefits from customer knowledge and providing customers with continuous improvements and customized products and services. This chapter explores customer knowledge management and its general concepts including knowledge and customer relationship management. In addition, it reviews the goal of CKM strategy that targets organizing and integrating customer knowledge in a manner that improves the organization's understanding of how to serve customers by more effectively utilizing the vital relationship between implementing CKM strategy and leveraging customer satisfaction level. Conclusions and proposed future work are stated at the end.

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Customer Knowledge Management (CKM): A Way to Increase Customer Satisfaction

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