Impact of Knowledge Management on Success of Customer Relationship Management (Staff, Leadership, Organizational Structure)

摘要

The aim of this study was to analyze the impact of knowledge management on success of customer relationshipmanagement: mediating impacts of organizational factors (staffs, leadership, organizational structure) in capitalbank by descriptive-correlation method. Accordingly, to measure knowledge management, the Fang and Choai(2009) questionnaire was applied, to evaluate organizational variables (staffs, leadership, organizationalstructure), Greve & Albers (2006) questionnaire was used and to assess technology of customer relationshipmanagement, Chang et al (2006) questionnaire was employed and regarding success of customer relationshipmanagement, Bang (2005) and Chen and Chung (2004) questionnaires were used. The population of this studyincluded all staffs of capital bank in Tehran city that were 642 staffs which based on Cochran formula, 240 staffswere selected by cluster sampling. To analyze data, Pearson correlation test and structural equation model wereemployed by using SPSS and AMOS software. The obtained results of this study indicated that the knowledgemanagement affected significantly on organizational factors (staffs, leadership, organizational structure).Furthermore, the technology of interaction management affected significantly on success of customerrelationship management and also technology of customer relationship management influenced significantly onorganizational factors (staffs, leadership, organizational structure). Organizational factors (staffs, leadership,organizational structure) affected significantly on success of customer relationship management. The findings ofthis study showed that the knowledge management did not affect significantly on success of customerrelationship management. Technology of customer relationship management by mediating variable oforganizational factors did not affect significantly on success of customer relationship management.