The study of knowledge management's effect on CRM success

With the knowledge management (KM) and customer relationship management's (CRM) being strategic and pivotal in current competitive world, presented inquiry has been set to inspect the impact of knowledge management capability on customer relationship management's success. Having reviewed the literature of the issue, and using numerous studies we encountered the vital and remarkable figure that knowledge management has in customer relationship management success. This quest is on a population of 223 of administrators, associates, and experts in Pasargad Bank. Structural equation model used through Amus program was the mean to information analysis in this quest. Findings of the research suggest that knowledge management capability is positively influential and meaningful in customer relationship management success via several variables which are customer orientation, knowledge acquisition and diffusion and CRM technology. Despite the improving influence of distributing knowledge and customer relationship management, technology distribution is not much profound and generalizable.