مديريت دانش مشتري رويكردي براي كسب مزيت رقابتي

Customer knowledge management: an integrated approach towards

The main objective of this paper is to investigate the role of Knowledge management (KM) in Customer relationship management (CRM) through Data Mining (DM) and their efficacy in competitive advantages and also to provide a framework that clarifies effective communication between KM and CRM. In this way, the existing literature on KM, CRM and DM will be reviewed and a conceptual framework will be developed. This framework will be validated through a survey between the experts. The suggested conceptual framework will clarify the interdependency between KM and CRM and the DM process as a bridge between them for gain competitive advantages. From a better understanding of the customer, the company will have greater understanding of the true needs and expectations of the customer. It is regarded as a source for competitive advantage because it enables organizations to foster more profitable CRM method.