Title: The impact of knowledge management on customer relationship management: a case from the fast food industry in Jordan

Authors: Fadi Mahawrah; Issa Shehabat; Emad Abu-Shanab

Addresses: MIS Department, IT College, Yarmouk University, Irbid, Jordan ' MIS Department, IT College, Yarmouk University, Irbid, Jordan ' Accounting and Information Systems Department, Qatar University, Doha, Qatar

Abstract: The aim of this paper is to test the relationship between knowledge, knowledge management (KM) and customer relationship management (CRM). The impact of KM on CRM is the core of this paper. KM systems are considered one of the critical management information systems that are utilised in a wide range of business sectors. KM provides an overall image on how to use customer knowledge (CK) and to develop a close relationship with them. It also plays a significant role in developing CRM. This paper attempted to investigate the effect of customer satisfaction, CK and trust towards customer retention (CR) in the fast food industry in Jordan. The study also aimed at exploring the factors influencing the level of CR within the fast food industry in Jordan. The study utilised a survey that probed the perceptions of customers towards the previously mentioned factors. Results indicated that CK and trust are important factors in predicting customers' satisfaction. The results clearly show that customer satisfaction plays an important role in CR.

Keywords: customer knowledge; customer relationship management; CRM; customer retention; customer satisfaction; customer trust; fast food industry; Jordan; knowledge management; case study.

DOI: 10.1504/IJECRM.2016.082186

International Journal of Electronic Customer Relationship Management, 2016 Vol.10 No.2/3/4, pp.138 - 157

Received: 03 Mar 2016
Accepted: 14 Jun 2016
Published online: 12 Feb 2017 *

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