The Impact of Customer Knowledge Management on word‐of‐mouth via Quality of Electronic Services (case study: Tehran E- retailers)

The purpose of this study is to investigate the impact of customer knowledge management on word of mouth, considering the mediating role of E-service quality. This applied study used descriptive correlational methods. A questionnaire was used to measure the research variables. The statistical society is the customers of electronic retailers in Tehran. The sample size was determined according to the Cochran formula (384).  The results of this study showed that the customer knowledge management affects word of mouth by mediating the quality of electronic services. Also, the dimensions of customer knowledge management (knowledge about, for and of the customer) have a positive and significant impact on the quality of electronic services. The quality of electronic services also has a positive and meaningful effect on oral advertisement. The examination of needs, criticisms, complaints and, in general, customer knowledge management is a key factor in improving the quality of electronic services and providing services tailored to customer needs. Providing services tailored to customer needs affects their perceptions of the quality of services and products. If services and products are localized and tailored to the needs of the customer, they will have great benefits for electronic retailers and customers. One of the most valuable benefits of electronic retailers is in the word of mouth. Many of the world's largest companies, including Amazon, owe their reputation to the word of mouth.