The Application of Knowledge Management in Customer Relationship Management

Customer relationship management (CRM) and knowledge management (KM) has become a key strategic tool for all companies, especially in the current competitive environment recently. Reviewing the literature, we found many studies that analyze the crucial role played by KM initiatives as determinants of the success of CRM. However, there is still no integrated conceptual framework to guide companies to their successful implementation. In this paper, with data of 100 random consumers, we examine the relationships between KM and CRM success by using the empirical research method, and we draw a conclusion that knowledge transfer, knowledge acquisition, knowledge innovation and knowledge sharing all play a positive role in CRM success.