The Role of Marketing Knowledge Management processes in improving Customer Relationship Management (CRM) A Field Study on Call Centers in Hama Governorate

Abstract

The research aimed to study the role of marketing knowledge management processes, which include (generation, storage, and sharing) of marketing knowledge, in improving customer relationship management in call centers. Both the deductive approach and the descriptive analytical method were relied upon as the general research methodology. A questionnaire was designed and distributed to an easy sample (consisting of 200, with 196 valid questionnaires returned for statistical analysis) of workers at the upper and middle administrative levels and customer service departments in number of call centers affiliated with the Hama branch of the Syrian Telecommunications Company. The researcher used the SPSS statistical program to conduct statistical description and test the research hypotheses. The study concluded that there is a moderate positive significant impact of marketing knowledge management processes on customer relationship management in the call centers included in the research. The research concluded with a set of recommendations and proposals that enhance the efficiency and effectiveness of marketing knowledge management (MKM) processes in improving customer relationship management (CRM).