Investigating the Role of Customer Relationship Management over the Relationship between Customer Knowledge Management and Customer Satisfaction

The aim of this research is to investigate the effect of customer knowledge management role on the relationship between customer relationship management and customer satisfaction in Khorramabad Tejarat bank branches. In addition to presenting the theoretical literature and identifying the subject matter of this research, we used a field study which was supported by library research. 400 of Tejarat bank clerks composed the statistical population of this research. Using Cochran’s theorem, a random sample of 196 people was selected in the simple random sampling manner. After investigating the theoretical literature, we used a questionnaire to collect data. Descriptive statistics was used for data analysis and the amount of this effect was measured using structural equating modeling through the use of Amos 18 software. Results of this research indicate that customer relationship management across Tejarat bank branches of Khorramabad city has a significant effect on customer satisfaction.

customer knowledge management, customer relationship management, customer satisfaction