Providing a customer knowledge management model with a digital marketing approach with an Islamic approach

Document Type : Original Article

Authors

• Mahmoud Jafari Dehkordi ¹
• Mahmoud Ahmadi Sharif ²
• Mehran Keshtkar ³

¹ PhD student, Department of Business Administration, Quds City Branch, Islamic Azad University, Tehran, Iran.

² Assistant Professor, Business Management Department, Quds City Branch, Islamic Azad University, Tehran, Iran.

³ Assistant Professor, Department of Management, Higher National Defense University.

Abstract

Purpose: Many researchers define digital marketing as advertising and promoting products and brands among consumers by using all digital media and contact points. Customer knowledge is considered an important asset and collecting, managing and sharing customer knowledge is a valuable competitive activity for organizations.

Method: Using meta-combination tool, 187 cases of previous research findings were systematically evaluated and analyzed, and after the monitoring process, it was reduced to 50 related articles. At the end, the opinions of 12 experts and professors were collected using the questionnaire method, and using the Shannon entropy method, based on the content analysis approach, the effect coefficient of the identified factors was determined.

Findings: According to this research, 4 main dimensions of customer knowledge management with digital marketing approach with Islamic approach were identified including creation and acquisition of customer knowledge, accumulation and maintenance and classification of customer knowledge, sharing of customer knowledge and application of marketing knowledge for customers.

Results: If we want to implement the customer knowledge management process in a proper way, we must pay attention to many factors and criteria in extracting the classes. We should also keep in mind that some of these factors are directly related to other factors, so it is very important to pay attention to the type of relationship and the type of influence they have on each other.

Keywords

• Customer knowledge management
• digital marketing
• knowledge creation
• knowledge maintenance
• knowledge sharing and customer knowledge application

Main Subjects

• Islamic Marketing

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