نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 استاد تمام، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
2 استادیار گروه مدیریت،دانشکده علوم اداری و اقتصاد,،دانشگاه اصفهان،اصفهان، ایران
3 مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد,دانشگاه اصفهان، اصفهان، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Abstract
Objective: The increasing development of information technologies in the e-commerce space provides a high potential for increasing customer relations and the possibility of exchanging interactive knowledge between customers and organizations to create and maximize value. The main purpose of this study is to investigate the role of customer knowledge management on organizational value creation in B2C e-commerce.
Research Method: The type of research is based on the qualitative-quantitative paradigm and the technique used to collect information and data is a survey. In the qualitative part of the thematic analysis method, data related to identifying and categorizing the components of the model were collected and coded through literature review and 16 semi-structured interviews with B2C e-commerce managers. Then, in the quantitative part, using the structural equation modeling method with the help of PLS software, 392 managers and experts of companies operating in the field of e-commerce were validated.
Findings: According to the findings of the qualitative section, Components of customer knowledge management and organizational value creation were identified and categorized. and In the quantitative stage of the research, the effect of customer knowledge management dimensions on organizational value creation dimensions was confirmed.
Conclusion: The results of path analysis showed that the variable dimensions of customer knowledge management (knowledge from customer, knowledge for customer and knowledge about customer) affect the dimensions of organizational value creation in e-commerce (novelty, efficiency, lock-in and complementary). The most impact is related to relationship of knowledge from customer with novelty, complementary and efficiency and the least impact is related to relationship of knowledge from customer and lock-in, as well as knowledge about customer on complementary. In particular, it seems that managers should consider the relationship between customer knowledge management and organizational value creation as well as their customers' satisfaction for using customer knowledge management capacities to develop their organizational value and consider the indicators explaining each of the components of the types of knowledge in deploying customer knowledge management. On the other hand, increase in the speed of producing information and customer knowledge and the need to manage it in B2C business environment in order to create organizational value have caused the organizations to pay more attention to management processes to achieve a level of sustainable competitive advantage. The results of this study can encourage small and medium enterprises operating in the e-commerce industry to use customer knowledge management to create organizational value and develop the process of e-commerce in the country.
کلیدواژه‌ها [English]
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