1Assistant Professor, Department of Management (UG), Karpagam University, Coimbatore, 641 021, Tamil Nadu, India
2Lecturer, Department of Management (UG), Karpagam University, Coimbatore, 641 021, Tamil Nadu, India
3Professor and Controller of Examination, Karpagam University, Coimbatore, 641 021, Tamil Nadu, India
*Corresponding author email id: nandhini1817@gmail.com
Knowledge Management (KM) plays an important role on increasing organisational performance KM and customer relationship management (CRM) are both emphasised on the allocation of resources to business supportive activities in order to gain competitive advantages. Nowadays, it is widely accepted that knowledge is the primary source of adding more value to organisations and business units. The CRM, on the other hand is the main bridge for building a connection between management team and users and a good CRM also contributes to firms in terms of (CR) and getting more market share through word of mouth advertisement. This paper, has made an empirical investigation to find the effect of knowledge on CRM in retail outlets. The results have confirmed that knowledge influences CRM positively in terms of customer satisfaction, customer loyalty and trust.
Customer Relationship Management (CRM), Knowledge Management (KM), Information Technology (IT), Knowledge Acquisition (KA), Customer Absorption (CA), Customer Retention (CR), Structural Equation Modeling (SEM)
