ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﻣﺪﯾﺮﯾﺖ داﻧﺶ ﻣﺸﺘﺮي ﺑﺮ ﺗﺒﻠﯿﻐﺎت ﺗﻮﺻﯿﻪاي ﺑﺎ در ﻧﻈﺮﮔﯿﺮي ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ وﻓﺎداري ﻣﺸﺘﺮي

Exploring the Effect of customers’ perception toward company’s efforts to transact knowledge with customers on Word of Mouth (The Case of Iran’s Banking Industry)

ﻫﺪف: ﻫﺪف از ﻣﻄﺎﻟﻌﻪ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ راﺑﻄﻪ ﺑﯿﻦ ادراك ﻣﺸﺘﺮﯾﺎن ﻧﺴﺒﺖ ﺑﻪ اﻗﺪاﻣﺎت ﻣﺆﺳﺴﺎت درزﻣﯿﻨﮥ ﻓﺮاﯾﻨﺪ ﻣﺪﯾﺮﯾﺖ داﻧﺶ ﻣﺸﺘﺮي از ﻗﺒﯿﻞ ﺗﺒﺎدل دوﻃﺮﻓﻪ داﻧﺶ ﺑﺎ ﻣﺸﺘﺮﯾﺎن و ﺗﺒﻠﯿﻐﺎت ﺗﻮﺻﯿﻪاي ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ وﻓﺎداري ﻣﺸﺘﺮي ﻫﺴﺖ. روش: ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﻣﺘﺸﮑﻞ از ﺗﻤﺎﻣﯽ ﻣﺸﺘﺮﯾﺎن ﺑﺎﻧﮏﻫﺎي ﺧﺼﻮﺻﯽ واﻗﻊ در ﺷﻬﺮ ﺗﻬﺮان ﺑﻮده و ﻣﺘﻌﺎﻗﺒﺎً ﻧﻤﻮﻧﻪ آﻣﺎري درﺑﺮﮔﯿﺮﻧﺪه 384 ﻧﻔﺮ از ﻣﺸﺘﺮﯾﺎن اﯾﻦ ﺷﻌﺐ اﺳﺖ. ﺑﻪﻣﻨﻈﻮر ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎي ﺟﻤﻊآوريﺷﺪه از ﻧﺮماﻓﺰار Smart-Pls و ﻫﻤﭽﻨﯿﻦ SPSS 22 اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﯾﺎﻓﺘﻪﻫﺎ: ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﺣﺎﮐﯽ از آن اﺳﺖ ﮐﻪ ﻣﺪﯾﺮﯾﺖ داﻧﺶ ﻣﺸﺘﺮي ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ وﻓﺎداري ﻣﺸﺘﺮي، داراي ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري در ﺗﺤﺮﯾﮏ ﺗﻤﺎﯾﻞ ﻣﺸﺘﺮي ﺑﻪ اﻧﺠﺎم ﺗﺒﻠﯿﻐﺎت ﺗﻮﺻﯿﻪاي درﺑﺎره ﺳﺎزﻣﺎن ﻫﺴﺖ. ﻧﺘﯿﺠﻪﮔﯿﺮي: ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﯾﻨﮑﻪ وﻓﺎداري ﻣﺸﺘﺮي راﺑﻄﻪ ﺑﯿﻦ ﻣﺪﯾﺮﯾﺖ داﻧﺶ ﻣﺸﺘﺮي و ﺗﺒﻠﯿﻐﺎت ﺗﻮﺻﯿﻪاي را ﻣﯿﺎﻧﺠﯽﮔﺮي ﻣﯽﮐﻨﺪ، ﻣﺪﯾﺮﯾﺖ داﻧﺶ ﻣﺸﺘﺮي اﺑﺰاري ﺳﻮدﻣﻨﺪ ﺑﺮاي ﺳﺎزﻣﺎنﻫﺎ اﺳﺖ ﮐﻪ ﺑﻪوﺳﯿﻠﻪ آن ﻣﯽﺗﻮاﻧﻨﺪ از راهﻫﺎي ﻣﺨﺘﻠﻒ از ﻗﺒﯿﻞ ﺑﻬﺒﻮد ﻣﺤﺼﻮﻻت و ﺧﺪﻣﺎت، وﻓﺎداري ﻣﺸﺘﺮﯾﺎن را اﻓﺰاﯾﺶ دﻫﻨﺪ و از اﯾﻦ ﻃﺮﯾﻖ ﺗﻤﺎﯾﻞ ﻣﺸﺘﺮﯾﺎن ﺑﻪ اراﺋﻪ ﺗﺒﻠﯿﻐﺎت ﺷﻔﺎﻫﯽ در ﺳﻄﺢ ﺟﺎﻣﻌﻪ را اﻓﺰاﯾﺶ دﻫﻨﺪ.

Objective: today, customer knowledge plays a significant role in gaining competitive advantage for organizations, according to the dynamism and complexity of the organization’s environment and also growing expectations of customers, customers’ recognition is an essential principle. Hence, transacting knowledge with customers is a matter of great importance which requires special attention of organizations. The purpose of the current study is to explore the relationship between customers’ perception of the company’s performance in the field of customer knowledge management process (such as mutual knowledge exchange with customers, sharing product and sharing knowledge with customer and gaining customer’s knowledge) and word of mouth. Methodology: In order to measure customers’ perception of the customer knowledge management process, three dimensions have been used, including: knowledge for customer, knowledge from customer and knowledge about customer. After studying the theoretical background, an appropriate questionnaire has been designed and distributed among the customers of private banks in Tehran. Also in order to analysis the gathered data, Smart-PLS software have been used. Findings: The results indicate that, customers’ positive perception of company’s knowledge management efforts has a positive and significant influence on customer willingness to spread positive words. Conclusion: As customer loyalty mediate the relationship between customer knowledge management and Word of mouth, customer knowledge management could be a useful tool for organizations to improve customer loyalty and consequently increase customer’s inclinations to spread word of mouth.