Providing a framework for customer knowledge management with a digital marketing approach in the banking system emphasis on customer satisfaction

Customer knowledge management is one of the important factors in improving the performance of banking organizations. Using the digital marketing approach in customer knowledge management can help to improve relationships with customers and improve the level of banking services. Therefore, the aim of this research is to provide a framework for explaining customer knowledge management with digital marketing approach in the banking system.In this research, two qualitative methods of content analysis and structural-interpretive modeling have been used. In the content analysis section, all existing texts related to customer knowledge management were carefully analyzed and reviewed to implement the structural-interpretive modeling methodology. Also, the opinion of 15 experts who used the snowball method in the form of a questionnaire became the basis of the The results showed that customer knowledge management with a digital marketing approach in the banking system should have features such as customer knowledge, knowledge management capabilities, implementation of digital banking marketing, training and development of digital innovation. Finally, these results were classified into 12 basic themes, 4 organized themes and one overarching theme. In the second step, with the use of structural-interpretive modeling and pair communication, the relationships between the comprehensive topics were discovered and prioritized in four levels. Customer knowledge management with digital marketing approach in the banking system is the main tool to improve customer experience and increase their satisfaction. This approach not only improved banking communication, but also information obtained from customers as a valuable knowledge for improvement. has