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1.

A study on the effect of knowledge management on customer orientation in governmental organization Pages 1901-1906 Right click to download the paper Download PDF

Authors: Asadollah Kordnaeij, Saeed Dehyadegari, Alireza Bakhshizadeh

DOI: 10.5267/j.msl.2012.06.033

Keywords: Customer absorption, Customer orientation, Customer relationship management, Customer retention, Knowledge Management

Abstract:
Knowledge management (KM) plays an important role on increasing organizational performance especially governmental agencies where there are different skills and knowledge within the organization. In this study, we present a study to investigate the effect of KM on having more customer oriented organizations. We use a standard questionnaire among 146 randomly selected employees out of 170 people who work for four governmental organizations in city of Chahbahar, Iran. The collected information is analyzed using structural equation modeling and by validating the results using Cronbach alphas of more than the minimum desired level of 0.70, we determine the positive relationships between KM and three other variables including customer absorption, customer retention and customer relationship management. The results of this survey reveal that an increase of one unit in KM yields almost the same increase in three mentioned variables accordingly. In addition, an increase of one percent in KM will increase customer orientation by almost one percent.
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Journal: MSL | Year: 2012 | Volume: 2 | Issue: 6 | Views: 2472 | Reviews: 0

 

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