Examining the relationship between customer knowledge dimensions and customer loyalty: Focusing on improving customer loyalty using customer knowledge management dimensions in financial services institutions

Background: Customer knowledge combines the expert's experience, value, information, and insight during exchanges between the organization and the customer and is considered as the main source of improving customer value. Processing customer knowledge is highly significant in customer relationship management and aims to retain the customer and increase his/her loyalty.Methodology: The descriptive-correlation method including a statistical sample of ۲۲۱ customers of financial institutions in Tehran who have been surveyed with a questionnaire with ۳۷ questions has been used to conduct this research. The methodology had been a kind of applied, exploratory, and survey. The structural equation method with Amos ۲۳ software has been used to test the hypotheses.Results: The results have shown that no significant relationship was observed between knowledge obtained from the customer and customer loyalty, and knowledge provided to the customer and their loyalty, but there is a significant relationship between knowledge about the customer and customer loyalty at ۱۲% and between customer tacit knowledge and their loyalty at ۶۴% and between customer knowledge management and customer loyalty at ۳۲%. It is possible to use the results achieved by this research to guide the managers belonging to the studied institutions in order to improve customer knowledge and increase their loyalty.

Keywords:

Kano Customer Knowledge Management , Customer related Knowledge , Knowledge provided to Customer , Knowledge obtained by Customer , Customer Tacit Knowledge