Effects of Customer Knowledge Management on Marketing Management and Results: Case Study in Business Companies, FARS

  • Seyedmohammad Hosseinifard M.Sc. in International Business Management(Full-time MBA), Furtwangen University, Germany
  • Fateme Tohidi M.Sc. in Accounting, Islamic Yazd Azad University, Yazd Branch, Iran
  • Hamidreza Abootalebi Jahromi MBA: Financial, Management Department, Apadana Institute of Higher Education, Shiraz, Iran
  • Navid Abootalebi Jahromi Business and Management Department, Yorkville University, Toronto, Canada
  • Nakisa Adib Engineering Department, Islamic Azad University of Shiraz, Iran
  • Abdolhossein Ayoubi M.Sc. of Biomedical Information Technology, Biomedical Engineering Department, Amirkabir University of Technology, Tehran, Iran
Keywords: Knowledge management, marketing management, marketing results

Abstract

The purpose of the present study was to investigate the impact of customer knowledge management on marketing management and marketing results in Fars business companies. Statistical population of the present research includes 1135 employees and managers of Fars business companies which with using formula, 290 individuals were questioned with random sampling. To collect data, standard questionnaires including Vorhies & Morgan’s (2005) marketing questionnaire, Ling-Yee’s (2005) marketing management questionnaire, Alegri’s (2011) knowledge management questionnaire were used. In order to confirm their reliability, their coefficient Cronbach's alphas are respectively 0.82, 0.79 and 0.88. For data analysis, inferential statistics, Pearson correlation test, Single variable regression, Path analysis and SPSS software version 22 were used. The results showed that there is a positive and meaningful relationship between customer knowledge management, marketing results(efficiency) and marketing management. Also, knowledge management had a positive and significant impact on marketing management and marketing results. Moreover, proposed conceptual model is supported.

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Published
2020-06-30
How to Cite
Hosseinifard, S., Tohidi, F., Jahromi, H. A., Jahromi, N. A., Adib, N., & Ayoubi, A. (2020). Effects of Customer Knowledge Management on Marketing Management and Results: Case Study in Business Companies, FARS. European Scientific Journal, ESJ, 16(16), 244. https://doi.org/10.19044/esj.2020.v16n16p244
Section
ESJ Social Sciences