No Access

Towards Customer Knowledge Relationship Management: Integrating Knowledge Management and Customer Relationship Management Process

Haroun Alryalat

The Arab Academy for Banking and Financial Sciences, Amman-Jordan, Jordan

Search for more papers by this author

and

Samer Al Hawari

Applied Science Private University, Jordan

Search for more papers by this author

https://doi.org/10.1142/S0219649208002020Cited by:20 (Source: Crossref)

Abstract

Due to the strong competition that exists among organisations and the rapid change in the business environment, knowledge has turned out to become a key source for organisations to enhance the competitive advantage. Integrating Knowledge Management (KM) and Customer Relationship Management (CRM) process is a new research area, therefore, scientific research and literature around it remain limited. In addition, the impact of KM process on customer acquisition, retention, and expansion to improve customer satisfaction remains under study and report. The aim of this paper is to present a conceptual framework of KM integrated with CRM called Customer Knowledge Relationship Management (CKRM) Process depending on analysis of various models presented in KM and CRM. The main highlighting is laid upon the concepts of the concept of customer knowledge (knowledge about customer, knowledge for customer, knowledge from customer). Therefore, this paper contributes to the development of KM process (Knowledge Process about Customer, Knowledge Process for Customer, and Knowledge Process from Customer). The paper investigated how the companies in Jordan developed KM process to improvement the CRM process. Based on data collected from the company, results from analysis indicated that the KM process had a positive effect on CRM process.

Keywords:

References

R. Abdullahet al., Journal of Knowledge Management Practice 6 (2005). Google Scholar
M. Alavi and D. E. Leidner, MIS Quarterly Journal 25(1), 107 (2001), DOI: 10.2307/3250961. Crossref, Web of Science, Google Scholar
H. Alryalat and S. Al Hawari, A review of theoretical framework: how to make process about, for, from knowledge work, Proceedings of the 9th International Business Information Management Association Conference (IBIMA) in the Information Management in Modern Organization (2008) pp. 37–50. Google Scholar
H. Alryalatet al., A theoretical framework for customer relationship management process: towards a conceptual framework, Proceedings of the 9th International Business Information Management Association Conference (IBIMA) in the Information Management in Modern Organization (2008) pp. 874–886. Google Scholar
H. Alryalat, S. Al Hawari and K. Al-Omoush, An integrated model for knowledge management and customer relationship management, Proceedings of the 8th International Business Information Management Association Conference (IBIMA) in the Networked Economy (2007) pp. 446–453. Google Scholar
A. Berndt, F. Herbst and L. Roux, Journal of Global Business and Technology 1(2), 81 (2005). Google Scholar
L. H. Bibiano and J. A. Pastor , Towards a definition of a CRM system life-cycle , Proceedings European and Mediterranean Conference on Information Systems (EMCIS) ( 2006 ) . Google Scholar
F. Bouthillier and K. Shearer, Information Research Journal 8(1), 1 (2002). Web of Science, Google Scholar
Q. Deng and D. Yu, Journal of Knowledge Management Practice 7(2), (2006). Google Scholar
S. Ganapathy, C. Ranganathan and B. Sankaranarayanan, Communications of the ACM 47(11), 92 (2004), DOI: 10.1145/1029496.1029500. Crossref, Google Scholar
H. Gebert et al. , Towards customer knowledge management: integrating customer relationship management and knowledge management concepts , Proceedings of the 2nd International Conference on Electronic Business ( 2002 ) . Google Scholar
M. Geib et al. , Architecture for customer relationship management approaches in financial services , Proceedings of the 38th Hawaii International Conference on System Sciences ( IEEE , 2005 ) . Google Scholar
W. Kamakuraet al., Marketing Letters 16(3), 279 (2005), DOI: 10.1007/s11002-005-5892-2. Crossref, Web of Science, Google Scholar
A. Lawson-Body and M. Limayem, Journal of Computer Mediated Communication 9(3), (2004). Google Scholar
H. Lai and T. Chu , Knowledge management: a review of theoretical frameworks and industrial cases , Proceedings of the 33rd Hawaii International Conference on System Sciences ( 2000 ) . Google Scholar
Y. Lin, H.-Y. Su and S. Chien, Industrial Marketing Management 35, 446 (2006), DOI: 10.1016/j.indmarman.2005.04.002. Crossref, Web of Science, Google Scholar
D. L. Miltiadis and A. Pouloudi, Learning Organization Journal 10(4), 237 (2003). Google Scholar
I. Nonaka and N. Konno, California Management Review 40(3), 40 (1998). Crossref, Web of Science, Google Scholar
R. J. Ocker and S. Mudambi , Assessing the readiness of firms for CRM: a literature review and research model , Proceedings of the 36th Hawaii International Conference on System Sciences ( IEEE , 2002 ) . Google Scholar
M. Parikh, Engineering Management Journal 13(3), 27 (2001). Crossref, Google Scholar
C.-H. Park and Y. G. Kim, Business Process Management Journal 9(5), 652 (2003), DOI: 10.1108/14637150310496749. Crossref, Google Scholar
C. Rygielski, J.-C. Wang and D. C. Yen, Technology in Society 244, 83 (2002). Google Scholar
H. Salomannet al., European Management Journal 23(4), 392 (2005). Crossref, Google Scholar
G. Shanks and E. Tay, The role knowledge, management in moving to a customer focused organization, The 9th European Conference on Information Systems (2001) pp. 721–729. Google Scholar
M. Stollberg, A. V. Zhdanova and D. Fensel, Journal of Information and Knowledge Management 3(1), 47 (2004). Google Scholar
N. N. Sunassee and D. A. Sewry, A theoretical framework for knowledge management implementation, Proceedings Annual Research Conference of the South African Institute of Computer Scientists and Information Technologists (SAICSIT) on Enablement Through Technology (2002) pp. 235–245. Google Scholar
Z. Sun, A waterfall model for knowledge management and experience management, Proceedings of 4th International Conference on Hybrid Intelligent Systems (IEEE Press, 2004) pp. 472–475. Google Scholar
Z. Sun and G. Gang , HSM: a hierarchical spiral model for knowledge management , Proceedings the 2nd International Conference on Information Management and Business ( 2006 ) . Google Scholar
R. S. Winer, California Management Review 43(4), 89 (2001). Crossref, Web of Science, Google Scholar