Title: Retaining customers through knowledge sharing: the mediating role of market orientation

Authors: Mohammad Suleiman Awwad; Noor Muhammad Al-Nasraween

Addresses: Mutah University, P.O. Box 61710, Mutah, Al-Karak, Jordan ' Mutah University, P.O. Box 61710, Mutah, Al-Karak, Jordan

Abstract: This study aims to investigate the impact of knowledge sharing on customer retention and the mediating role of market orientation in commercial banks in Jordan. This study provides a new perspective to marketing literature within the context of emerging markets about the antecedents of customer retention by introducing the concept of knowledge sharing and the mediating impact of market orientation. To achieve the objectives of the study, a questionnaire was designed, based on previous studies, as the main tool for collecting data. A total of 120 completed questionnaires were collected from commercial banks' employees and analysed using partial least square (PLS) method. The results indicated that knowledge sharing has a positive impact on customer retention. Market orientation dimensions (customer orientation, competition orientation, and inter-functional coordination) have a direct impact on customer retention and partially mediate the impact of knowledge sharing on customer retention.

Keywords: knowledge sharing; market orientation; customer retention; commercial banks; Jordan.

DOI: 10.1504/IJKMS.2023.130019

International Journal of Knowledge Management Studies, 2023 Vol.14 No.2, pp.113 - 138

Received: 05 Jan 2022
Accepted: 02 Jun 2022
Published online: 04 Apr 2023 *

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