Volume 20, Issue 1 And 1-2 (IJIEPR 2009)
IJIEPR 2009, 20(1 And 1-2): 21-30 |
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, AAghaie@kntu.ac.ir
Abstract: (11398 Views)
Modern business organizations have appreciated the significance of having competitive advantage through the delivery of continuous improvement towards the customers, and being knowledge-oriented. Indisputably, Knowledge Management (KM) plays a key role in the success of Customer Relationship Management (CRM). In this regard, Customer Knowledge Management (CKM) is a newly developed concept that deals with knowledge from customers rather than knowledge about customers. However, little research has been done on the application of CKM in e-business. In this paper, after an overview of the literature, an application of CKM in Customer Lifetime Value (CLV) measurement is studied in an e-retailer case where Corporate Image and Reputation are taken into consideration.
Keywords: Customer Knowledge Management (CKM), Customer Lifetime Value (CLV), Customer Relationship Management (CRM), Corporate Image, Neural Networks
Type of Study: Research |
Subject:
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Received: 2009/11/29 | Published: 2009/05/15
Received: 2009/11/29 | Published: 2009/05/15
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