Title: CRM's effect on the customer knowledge creation process and innovation

Authors: Seyed Rohollah Hosseini Mehrabadi; Ali Hossein Keshavarzi; Saeed Safari

Addresses: Industrial Management Group, Shahed University, Tehran, Iran ' Industrial Management Group, Shahed University, Tehran, Iran ' Industrial Management Group, Shahed University, Tehran, Iran

Abstract: This study has investigated the effect of customer relationship management systems (CRM) on the customer knowledge creation process to produce innovative products or deliver innovative services in Parsian Insurance Company in a unique Iranian culture with completely different features from Islamic and Middle-East countries, in terms of research factors. Data was collected using a questionnaire, in a research population of 600 managers of the company's headquarters, and representatives in Tehran province. The sample size was calculated as 243 using the Cochran formula; 280 questionnaires were distributed and 250 were returned. The structural equation modelling was used for statistical analysis of data. The research findings showed that CRM systems have affected the process of customer knowledge creation. The findings also confirmed that all components of customer knowledge creation process affect the innovative product/service production.

Keywords: customer relationship management; customer knowledge; knowledge creation; knowledge creation theory; innovative product/service.

DOI: 10.1504/EJIM.2021.117519

European Journal of International Management, 2021 Vol.16 No.3, pp.427 - 449

Received: 22 Jan 2018
Accepted: 29 Mar 2018
Published online: 13 Sep 2021 *

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