The Integration Between Customer Knowledge Management, Customer Confidence and its Marketing Excellence An Exploratory Study in Asia Cell Mobile Communications Company in Nineveh governarate | ||
| مجلة جامعة الانبار للعلوم الاقتصادیة والاداریة | ||
| Article 4, Volume 13, Issue 1, February 2021, Pages 55-76 PDF (970.53 K) | ||
| DOI: 10.34009/aujeas.2022.171323 | ||
| Author | ||
| Bashar T.S. Al-Qotaje . | ||
| . | ||
| Abstract | ||
| The current research aims to test the nature of integration between customer knowledge management and customer confidence and the contribution of this integration in enhancing marketing excellence, adding to that, showing the impact of adopting customer knowledge management philosophy on enhancing marketing excellence as well as the effect of customer confidence on enhancing marketing excellence. The research conducted according to two complementary methods. The first one is documentary and descriptive, by reviewing a number of literatures to clarify the theoretical background of managing customer knowledge, customer confidence, and marketing excellence. The second method is an analytical survey, through an analytical study by using a questionnaire as a tool of data collection. The researcher was trying to include a number of questions which express the problem of the study that was a basis for building the field side of the research, the most important question was:Does the integration between the customer knowledge management and the customer confidence contribution in achieving marketing excellence? And to answer the question, a hypothetical outline of the research was formulated to reflects the relationships and influence between two dimensions, which resulted a set of main and sub hypotheses that were tested by using a number of statistical methods for the data which was collected by a questionnaire that distributed to (50) buy using Asia Cell network. The research was concluded a number of conclusions, the most important was:1. Through the results of the description of the dimensions and variables of the search and from the point of view of the research sample, we note that within the customer’s knowledge axis, the company does not pay much attention to collecting private information about customers and updating it on an ongoing basis, and this may make the information intertwined and outdated reduces its value and becomes difficult to manage knowledge The customer through it.2.The results of the Path Analysis showed that there is a statistically significant effect of customer knowledge management on marketing excellence in the presence of customer confidence, which underlines the importance of having customer confidence in addition to managing customer knowledge as the dimension on which to succeed in marketing excellence.And according to the conclusions reached in both theoretical and field, a group of suggestions and further proposals were presented. | ||
| Keywords | ||
| customer knowledge management; customer confidence; marketing excellence | ||
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