چکیده:
In recent years, companies have integrated their customer relationship management (CRM) and knowledge management (KM) efforts because they realize that KM plays a key role in CRM success. Both knowledge management (KM) and customer relationship management emphasize the allocation of resources to business supportive activities to gain competitive advantages. The aim of this study is to investigate the correlation between knowledge management strategies and customer relationship management (CRM) in the Iranina hotel chains. The statistical population of the study consists of 220 managers and the size of the sample is 140. Spearman correlation coefficient is used to test the research hypotheses. Our findings show that there is a significant positive relationship between knowledge management strategies and customer relationship management in the Iranian hotel chians.
خلاصه ماشینی:
The aim of this study is to investigate the correlation between knowledge management strategies and customer relationship management (CRM) in the Iranina hotel chains.
This research studies the relation between knowledge management strategies and CRM in the Iranian hotel chains.
CKM, that is knowledge management in customer relationship management is a new area and there is a need for more research to find out how KM may improve CRM.
Accordingly, the goal of the current research is to find out if there is a significant relationship between the knowledge management strategy and CRM in the Iranian hotel chains.
Secondary hypotheses are: There is a significant relationship between knowledge creation and CRM in the Iranian hotel chains.
05 Reject H0 H2: There is a significant relationship between knowledge creation and CRM in the Iranian hotel chains.
H0: P= 0: There is no significant relationship between knowledge creation and CRM in the Iranian hotel chains.
That is, with 95% confidence, it could be concluded that there is a significant relationship between knowledge creation and CRM in the Iranian hotel chains.
H0: P =0: There is no significant relationship between knowledge sharing and CRM in the Iranian hotel chains.
H0: P =0: There is no significant relationship between knowledge sharing and CRM in the Iranian hotel chains.
H0: P =0: There is no significant relationship between knowledge sharing and CRM in the Iranian hotel chains.
Therefore, we are 95% confident that there is a significant relationship between knowledge sharing and CRM in the Iranian hotel chains.