hierarchical linear analysis (hlm)

Societies and organizations seek to gain sustainable competitive advantage. In this regard, knowledge management is an important factor in innovative activities to maximize the desired performance of the organization . A major part of these resources is their human resources . SMEs must respond to this challenge because conventional marketing strategies are no longer suitable in an age where consumers are more sophisticated than before .In recent years, environmental disturbances have caused knowledge management to emerge as a value creation factor for the customer and a key capacity for management. Therefore, if companies want to gain an advantage, they must have enough information about creating knowledge, sharing knowledge, and applying knowledge in the organization . The present age is the age of competition for survival, and organizations must continuously adapt themselves to new needs of customers. The development of new services is also essential for survival in this turbulent environment. For this purpose, it is necessary to pay attention to the opinions of customers and use the received feedback in the service development processes. For this purpose, in this research, the impact of customer knowledge management on the performance of the organization has been investigated from the perspective of customers and managers. Customers are one of the most important stakeholders in any company. There is no doubt that proper communication and cooperation with them can help increase customer satisfaction and success. Many companies are trying to align their processes and products in order to create stronger customer relationships. It considers customer knowledge as a combination of experience, value, information and expert insight captured during exchanges between the organization and the customer. This knowledge is created in a two-way flow that creates value for both parties (the organization and the customer) and is considered the main source in improving the value of the customer.

In this research, apart from measuring customer knowledge management and organizational performance at one level, measuring the relationship between social media and organizational performance at a multi-level structural position has been investigated. The current research is applied in terms of purpose and descriptive-survey research in terms of method. The statistical population of the research includes 169 IT supervisors and managers and 217 customers. Data analysis was done by structural equation modeling with partial least squares method and SmartPLS software. Based on results, technological, human and organizational factors have a positive effect on increasing organizational performance. The research innovation in the implementation of this analysis is multi-level. Multilevel data have been analyzed with the help of Hierarchical Linear Analysis software.

After processing the data by statistical tools and software, the following results were obtained, which can represent the results of the research hypotheses test:First hypothesis: human factors have a positive effect on customer knowledge management in order to increase software quality. According to the obtained results, it was observed that human factors have a positive effect on customer knowledge management in order to increase product quality, and the first hypothesis is confirmed in the company model. According to the measurement criteria in the research, for the development of software quality in the company, it is necessary to expand and use the ability to share and apply customer experiences. The skills and ability of employees to apply customer knowledge should be improved. Organizational factors have also a positive effect on customer knowledge management in order to increase product quality. It can be concluded that in order to develop software quality, it is necessary to meet customers to discuss their needs during the software development process. In the course of software development activities, customers' participation should be used. It is necessary to encourage the attraction and management of customer knowledge in the company environment. Organizational factors do not have a significant effect on customer knowledge management in order to increase product quality, and the second hypothesis is rejected in the customer model. In today's changing and competitive business market product quality is considered as the primary factor of success. If an organization can provide a quality product, it can definitely provide a set of excellent operations and services to the customer. Therefore, product quality will be the factor of customer loyalty. In this regard, software quality is a vital indicator that Managers and IT specialists should have a consensus about its development

The output of HLM 7 software showed the multilevel relationships of the research variables. Social media at the extra-organizational level has a positive effect on the regression coefficient, the relationship between customer knowledge management and performance . In other words, the greater the investment on social media at the second (extra-organizational) level, the more intense its effect is at the lower level and organizational performance can be increased.

This study aimed to investigate the effects of internal marketing on the quality of service delivery to provide solutions to improve the number of services offered in hotels. The present study is applied in terms of purpose and descriptive-survey method. The findings of the present study indicate the confirmation of all research hypotheses. The output of HLM 7 software showed multilevel relationships of research variables; the effect of the mediating variable on the Sobel test and its severity was measured by the VIF coefficient. A specific mission is to provide them with an appropriate role model and promote a culture of risk-taking, emphasizing employees' feelings and paying attention to their wants and needs to improve the quality of service provided by employees.