Investigating the Role of Customer Knowledge Management in Organizational Performance Improvement

In this study researcher tested a model for identification of relations between customer knowledge management, CRM and organizational performance improvement. Research society is composed of Senior Managers, Departments bosses and their presidents & experts from each dept. in Tejarat Bank, which are 363 persons. The sample includes 154 managers and employees of Tejarat bank. Cronbach`s Alpha for all variables were about 0/8 which are more than 0/7 (acceptable level). The research has 10 hypotheses and they are tested with Multiple Regression and via SPSS. Second and forth hypothesis were denied, but all others were confirmed. The results show that all CKM components effect organizational performance improvement except data processing. Also CRM is affected by CKM components and effects organizational performance improvement. Due to lack of IT systems & Databases of customers, negotiation and communication skills teaching in organization the data processing step are not done appropriately. So Bank should improve above mentioned factors in order to improve organizational performance. At the end we gave some suggestions relating to apply CRM software in Bank, Data Bases for customers, integarating customer data & ….