Strategies of Knowledge and Customer Relationship Management

Document Type: Original Article

Authors

1 Associate Professor, Department of Management, Firoozkuh Branch, Islamic Azad University, Firoozkuh, Iran

2 PhD Student, Public Administration, Department of Management, Firoozkuh Branch, Islamic Azad University, Firoozkuh, Iran

Abstract

In recent years, companies have integrated their customer relationship management (CRM) and knowledge management (KM) efforts because they realize that KM plays a key role in CRM success. Both knowledge management (KM) and customer relationship management emphasize the allocation of resources to business supportive activities to gain competitive advantages. The aim of this study is to investigate the correlation between knowledge management strategies and customer relationship management (CRM) in the Iranina hotel chains. The statistical population of the study consists of 220 managers and the size of the sample is 140. Spearman correlation coefficient is used to test the research hypotheses. Our findings show that there is a significant positive relationship between knowledge management strategies and customer relationship management in the Iranian hotel chians.

Keywords