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Customer Relationship Orientation And Customer Knowledge Processes Management

Essay add: 7-03-2017, 16:19   /   Views: 22

This chapter explains how the study was conducted to fulfil its objectives. It provides a discussion on the methodology for the study and the statistical techniques used to analyse the data. The framework referred by the researcher is seen as a crucial guide in collecting and analysing data. The following research plan has been used for the present study.

CRM perspectives concentrate only on passive customer or client databases which are mixed in the organisation's operational, analytical and collaborative integration. Conversely, KM discipline focuses on employees, teamwork, community of practice, etc. Where the essential goals of KM are knowledge sharing among employees in which the role of customer is passive in this process. Consequently, the use of KM strategies in CRM value strategies are rarely found which leads to the need for more studies and research to interpret how KM activities can improve CRM performance.

Research Objectives

To understand the contribution of Knowledge Management in managing customer relationships.

To determine KM's significant role in achieving the best result with respect to CRM at MCB Ltd.

To investigate failure factors to effective implementation of KM in managing customer relationships.

To assess the customer knowledge process in CRM.

To explore MCB's means of capturing, storing and sharing of knowledge useful for a good customer relationship management.

Research Questions

Why is knowledge management important in banking industry?

How can knowledge management contribute to a better management of customer relationships at MCB Ltd?

What is the relationship between knowledge management and customer relationship management?

How can knowledge be captured and developed at MCB Ltd?

How can knowledge be stored and utilised?

What are problems and barriers that MCB Ltd anticipates during the implementation knowledge management?

Research Hypotheses

Further to the literature review, a number of hypotheses have been designed.

Customer Relationship Orientation and Customer Knowledge Processes

Earlier marketing literature supports the view that organisational culture affects knowledge processes (Menon & Varadarajan, 1992) (Sinkula, 1994) (Menon and Varadarajan 1992; Sinkula 1994). Therefore, customer relationship orientation, which is embedded in the bank's overall culture, leads the organisation's attitude toward both CRM and the execution of the required processes (Day, 2000). Equally Jayachandran et al (2005) stated that "because knowledge processes for customers are the means to establishing effective relationships, customer relationship orientation motivates their implementation". Therefore, the following hypothesis has been formulated.

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