The Impact of Customer Knowledge Management on Market Performance: The Mediating Role of Innovation Capabilities

Document Type : Research Paper

Author

Associate Prof, Business Management Department, Social Sciences Faculty, University of Mohaghegh Ardabili, Iran.

Abstract

Extended Abstract
Abstract
One of the most important concepts of any organization of any size and any sector is the performance of the organization's market. Market performance is one of the important characteristics of the organization's success. Customer value has a significant impact on new service market performance. In this regard, the main purpose of this study is to expand the existing knowledge about the impact of customer knowledge management on market performance with the mediating role of innovation capability to strengthen this relationship. This study is a descriptive-survey method in terms of applied purpose and a library-field in terms of data collection. The statistical population of the study included 272 employees of Ardabil Tejarat Bank branches. Due to the size of the community and based on the willingness of employees to cooperate, no counting was done without the need for sampling. Standard questionnaires were used to measure the components of customer knowledge management. The validity of the questionnaires was assessed based on the validity of structural, diagnostic, divergent and convergent and its reliability with Cronbach's alpha coefficient and Smart PLS software. The results showed that customer knowledge management has a positive and significant effect on market performance as well as innovation capability. Innovation capability also plays a mediating role between customer knowledge management and market performance. The findings of this study can be effective in moving organizations to pay more attention to customer knowledge management and innovation capabilities.
Introduction
Market performance is one of the important characteristics of organizational results, customer value has a significant impact on the performance of new services market. Evaluates the performance of the new service market, the amount of sales to existing customers, sales to new customers, and the market share of organizations, as well as the degree to which the service meets the demands or needs of customers and points to a competitive advantage.
At present, the task of banks is not limited to providing good services, but also to inform customers about the benefits of their services and create a good place for their services in the minds of their customers. Despite a lot of advertising and spending huge budgets in most banks, the desired result is not achieved, the reason for this is that the correct understanding of customer characteristics, target market and customers' views about the bank is not done. Exploration of the main demands of the customer improves and purposeful management of banking services, on the other hand, improving the management of banking services increases customer satisfaction and consequently his loyalty. One of the most important challenges that banks as commercial enterprises face is to be aware of the customer's needs and offer a new product to him before announcing his needs, customer knowledge management can be the solution to these challenges. Implementing the customer knowledge management process is effective in achieving goals such as customer satisfaction, customer retention as an asset, increasing service quality and gaining a competitive advantage.
Materials and Methods
The purpose of this study is to investigate the effect of customer knowledge management on market performance with the mediating role of innovation capability. The present study is considered as an applied research according to the mentioned purpose and is a descriptive-survey research based on how to collect the required data. The statistical population of this study consists of all employees of Ardabil Tejarat Bank branches, whose number was 271 people. Due to the size of the community and based on the willingness of employees to cooperate, no counting was done without the need for sampling. Out of 271 completed questionnaires, about 92%, ie 251 questionnaires were used. The required data were collected in this study using standard questionnaires. The questionnaire was organized in two parts. The first part about demographic characteristics includes questions about the general characteristics of the respondents such as education, experience, age and gender. The second part also includes specific questions about research variables.
Conclusion
It seems that one of the most important challenges that banks face is gaining knowledge of the customer's needs and offering a new product to him before announcing his needs. Knowledge management of the customer can be the solution to these challenges and affect the bank's performance. Have a direct impact. Therefore, what is learned from customers, if used effectively and with the ability to innovate, will have economic value. Understanding what customers know, their experiences with organizations and companies, their needs, how they perceive and feel about that organization and company, and the emotional and functional stimuli that drive them to Relationship building is an important but overlooked part of organizational knowledge. Therefore, examining organizational characteristics including marketing strategies affecting market performance in service organizations such as banks and financial institutions is of great importance for companies to achieve their goals. According to the findings of this study, customer knowledge management has a positive effect on market performance. In measuring market performance, in addition to financial indicators, other indicators such as customer satisfaction and loyalty are also used. Establishing a two-way relationship between the bank and customers causes customers to consider themselves as members of the bank and provide solutions and suggestions to solve problems. By taking the lead, banks can also rely on patient and patient employees to provide the necessary training to customers to help establish a positive relationship with the client and ultimately increase the performance of the collection.

Keywords

References

منابع فارسی
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Public Management Researches
Volume 15, Issue 58 - Serial Number 58
January 2023
Pages 233-259

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