Customer Value Creation by Customer Knowledge Management

Customer knowledge management (CKM), which integrates customer relationship management (CRM) with knowledge management (KM), can be used to create a valuable leverage and direct interaction with the customers. This article proposes a conceptual framework to assess the customer value created by implementing customer knowledge conversion between vending firms and customers. A case study is used to illustrate the proposed CKM model, and the results show that customer value is manifested and magnified through four types of customer knowledge that continuously disseminated within the vendor, between the vendor and customers, and among customers. Keyword: Customer Knowledge Management, Customer Value Creation, Customer Relationship Management, Knowledge Management

[1]  Sandra Streukens,et al.  Service innovation and electronic word‐of‐mouth: is it worth listening to? , 2009 .

[2]  Hadi Nejatian,et al.  The Influence of Customer Knowledge on CRM Performance of Malaysian ICT Companies: A Structural Equation Modeling Approach , 2011 .

[3]  D. Iacobucci,et al.  Dynamic Effects among Movie Ratings, Movie Revenues, and Viewer Satisfaction , 2010 .

[4]  Jennifer Rowley,et al.  Partnering paradigms? Knowledge management and relationship marketing , 2004, Ind. Manag. Data Syst..

[5]  Sita Mishra,et al.  A Conceptual Framework for Creating Customer Value in E-Retailing in India , 2009 .

[6]  V. Sugumaran,et al.  Application of knowledge management technology in customer relationship management , 2003 .

[7]  Hanna Salojärvi,et al.  Customer knowledge processing and key account performance , 2010 .

[8]  Walter Brenner,et al.  Advancing CRM Initiatives with:Knowledge Management , 2006 .

[9]  Gareth H. Griffiths,et al.  'Arrivederci CIAO.com, Buongiorno Bing.com' - Electronic word-of-mouth (eWOM), antecedences and consequences , 2011, Int. J. Inf. Manag..

[10]  I. Nonaka.  A Dynamic Theory of Organizational Knowledge Creation , 1994 .

[11]  Jamie Carlson,et al.  An E-Retailing Assessment of Perceived Website-Service Innovativeness: Implications for Website Quality Evaluations, Trust, Loyalty and Word of Mouth , 2012 .

[12]  Bin Gu,et al.  Do online reviews matter? - An empirical investigation of panel data , 2008, Decis. Support Syst..

[13]  Andrew J. Czaplewski,et al.  eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty , 2006 .

[14]  A. Croteau,et al.  Critical Success Factors of CRM Technological Initiatives , 2009 .

[15]  J. Rowley,et al.  Customer community and co-creation: a case study , 2007 .

[16]  Marius Leibold,et al.  Five styles of Customer Knowledge Management, and how smart companies put them into action , 2002 .

[17]  P. Klahr,et al.  Managing Customer Support Knowledge , 1998 .

[18]  Chrysanthos Dellarocas,et al.  Exploring the value of online product reviews in forecasting sales: The case of motion pictures , 2007 .

[19]  Cheol Park,et al.  Information direction, website reputation and eWOM effect: A moderating role of product type , 2009 .

[20]  J. March.  Exploration and exploitation in organizational learning , 1991, STUDI ORGANIZZATIVI.

[21]  Mita Marra,et al.  Knowledge partnerships for development: what challenges for evaluation? , 2004 .

[22]  F. Sussan.  Consumer interaction as intellectual capital , 2012 .

[23]  Aino Halinen,et al.  Customer knowledge transfer and key account management in professional service organizations , 2006 .

[24]  A. Parasuraman,et al.  A Conceptual Model of Service Quality and Its Implications for Future Research , 1985 .

[25]  I. Nonaka,et al.  The Knowledge Creating Company , 2008 .

[26]  Francisco J. Molina-Castillo,et al.  Customer Knowledge Management and E-commerce: The role of customer perceived risk , 2008, Int. J. Inf. Manag..

[27]  I. Nonaka,et al.  The Concept of “Ba”: Building a Foundation for Knowledge Creation , 1998 .

[28]  Christos Sarmaniotis,et al.  CRM and customer-centric knowledge management: an empirical research , 2003, Bus. Process. Manag. J..

[29]  P. Matthyssens,et al.  Building competences for new customer value creation: An exploratory study , 2006 .

[30]  Satish Nambisan,et al.  DESIGNING VIRTUAL CUSTOMER ENVIRONMENTS FOR NEW PRODUCT DEVELOPMENT : TOWARD A THEORY , 2005 .

[31]  E. Heard.  Walking the talk of customer value , 1993 .

[32]  Lutz Kolbe,et al.  Knowledge-enabled customer relationship management: integrating customer relationship management and knowledge management concepts[1] , 2003, J. Knowl. Manag..

[33]  G. Day.  Managing market relationships , 2000 .

[34]  Ajay K. Kohli,et al.  HOW DO THEY KNOW THEIR CUSTOMERS SO WELL , 2001 .

[35]  Ross Dawson,et al.  Developing knowledge-based client relationships : the future of professional services , 2000 .

[36]  Olivier Toubia.  Idea Generation, Creativity, and Incentives , 2006 .

[37]  T. Rintamäki,et al.  Identifying competitive customer value propositions in retailing , 2007 .

[38]  Yong Liu.  Word-of-Mouth for Movies: Its Dynamics and Impact on Box Office Revenue , 2006 .

[39]  Jaemin Han,et al.  A Framework for Analyzing Customer Value of Internet Business , 2001 .

[40]  W. Fang,et al.  The effect of consumer-to-consumer interactions on idea generation in virtual brand community relationships , 2010 .

[41]  Bryan A. Lukas,et al.  Schools of thought in organizational learning , 2002 .

[42]  Jurica Pavičić,et al.  Customer Knowledge Management: Toward Social CRM , 2011 .

[43]  Jason Q. Zhang,et al.  When does electronic word-of-mouth matter? A study of consumer product reviews☆ , 2010 .

[44]  Hsiaoping Yeh,et al.  A knowledge value creation model for knowledge‐intensive procurement projects , 2008 .

[45]  X. Zhang,et al.  Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics , 2010 .

[46]  David F Ballantyne,et al.  A relationship‐mediated theory of internal marketing , 2003 .

[47]  Maurizio Zollo,et al.  Deliberate Learning and the Evolution of Dynamic Capabilities , 2002 .

[48]  T. Davenport.  Putting the enterprise into the enterprise system. , 1998, Harvard business review.

[49]  Kai H. Lim,et al.  Understanding customer knowledge sharing in web-based discussion boards: An exploratory study , 2006, Internet Res..

[50]  F. Reichheld,et al.  E-LOYALTY: YOUR SECRET WEAPON ON THE WEB , 2003 .

[51]  Khaleel Malik,et al.  Aiding the technology manager: a conceptual model for intra-firm technology transfer , 2002 .