Investigating the relationship between the establishment of knowledge management system and customer-oriented management in branches of Sepah banks in Shahrekord city

Articles in Press

Document Type : Excerpt from master's thesis

Authors

1 Department of public administration, Islamic Azad University, Shahrekord Branch

2 Master's degree in public administration, design of public organizations, Islamic Azad University, Shahrekord branch

Abstract

In the banking system, customers are the main focus and in fact all the work is to seek their satisfaction, attention and attraction. Customer goals must be realized in customer relationship management strategy. Customer relationship management and knowledge management are key and strategic tools for all companies, especially in the current competitive environment. Due to the importance of the topic in this research, the role of knowledge management system on customer-oriented management was examined. The statistical population of the research is the employees of Sepah Bank in Shahrekord, 160 of whom were used as a statistical sample according to the Karjesi-Morgan table. The research collection tool was the standard questionnaire of knowledge establishment and customer-centered management. The validity of the instrument was based on form and content validity, and Cronbach's alpha was used for reliability. The results showed that knowledge management and customer-oriented management have a significant relationship. Also, the components of establishing knowledge management system showed a significant positive relationship with customer-oriented management. This means that customer-oriented management will increase with the increase in the establishment of knowledge management system.

Keywords

Main Subjects

Journal of Intelligent Marketing Management

Articles in Press, Accepted Manuscript
Available Online from 10 January 2024

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History

  • Receive Date: 29 December 2022
  • Revise Date: 20 May 2024
  • Accept Date: 21 January 2023

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