Analyzing the Effect of Knowledge Management on Customer Relationship Management Utilizing Organizational Factors of Banking Industry as Mediator, Case Study of Shahr Bank

Abstract

Customer relationship management and knowledge management has become a strategic key tool for all companies, especially in today's competitive world. In addition, customer knowledge is an important issue for the implementation of customer relationship management. Reviewing the literature, there are a lot of studies analyzing the crucial role played by knowledge management initiatives as factors that determine the success of customer relationship management. In addition, various studies show a high rate of failure in the implementation of this strategy, so still there is no unified conceptual framework to guide companies to successful implementation of it. The study population consists of all managers and experts in city bank of Isfahan that is totally 250 persons.