عنوان انگلیسی مقاله:

 Exploring the role of customer relationship management (CRM) systems in customer knowledge creation

ترجمه عنوان مقاله: بررسی نقش سیستم‌های مدیریت ارتباط با مشتری (CRM) در ایجاد دانش مشتری

رشته: مدیریت دانش

سال انتشار: 2014

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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Abstract

Abstract  Exploring the role of customer relationship management (CRM) systems in customer knowledge creation

This study explores how customer relationship management (CRM) systems support customer knowledge creation processes, including socialization, externalization, combination and internalization. CRM systems are categorized as collaborative, operational and analytical. An analysis of CRM applications in three organizations reveals that analytical systems strongly support the combination process. Collaborative systems provide the greatest support for externalization. Operational systems facilitate socialization with customers, while collaborative systems are used for socialization within an organization. Collaborative and analytical systems both support the internalization process by providing learning opportunities. Three-way interactions among CRM systems, types of customer knowledge, and knowledge creation processes are explored.

Keywords: Customer relationship management, CRM, Customer knowledge, Knowledge creation, Organizational knowledge creation theory

Introduction

Introduction Exploring the role of customer relationship management (CRM) systems in customer knowledge creation

Customer knowledge is a critical asset, and gathering, managing, and sharing customer knowledge can be a valuable competitive activity for organizations [21,72]. However, within the broad domain of knowledge management, customer knowledge has received relatively little attention. Customer knowledge can be broadly categorized as knowledge for customers. knowledge about customers, and knowledge from customers, which is the knowledge that customers possess that organizations can obtain by interacting with them.

An organization’s ability to createknowledge depends onits capability to convert and combine knowledgefrom various sources. Organizational knowledge creation theoryexplains how knowledge is created and xpandedthrougha four-stage process: (1) socialization (sharing tacit 2 knowledge among individuals through social interactions); (2)externalization (formulating tacit knowledge into explicit knowledge that can be shared

Model

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ترجمه مقاله بررسی نقش سیستم‌های مدیریت ارتباط با مشتری (CRM) در ایجاد دانش مشتری

 

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