The Effect of Customer Knowledge on Organizational Performance Based on the mediating Role of Customer Relationship Management and Marketing Capability in Insurance Companies

Nowadays, customer is known as one of the most important sources of knowledge for organizations. What creates value for organizations is developing a continuous relationship with customers and exchanging information or services with them. The ability to build a good customer relationship and using effective marketing strategies are keys to increase the organizational productivity and ensuring the provision of desired products and services along with gaining customer satisfaction. The present research studies the impact of customer knowledge and customer relationship management on marketing capability and organizational performance of private insurance companies. 135 managers and their assistants in active private insurance companies are selected based on stratified sampling. The data is collected using a designed questionnaire. Data analysis is performed by using confirmatory factor analysis and structural equation models based on partial least square method (PLS). The findings indicate that customer knowledge management impacts customer relationship management. Furthermore, customer relationship management has a positive and significant impact on organizational performance and that marketing capability plays a mediator role in this relationship.