Modeling customer knowledge management to make value co-creation

Ali Gohary · Bahman Hamzelu

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Service and Product Innovation Innovation and Knowledge Management Knowledge Management and Sharing

Abstract

What do our customers know? This is the fundamental question in customer knowledge management (CKM), which emerged during the first decade of 21st century as the corporations’ main advantage in making co-creation value. In this study, we explain why CKM is important, how it could have an impact on loyalty, and its influence on making co-creation value. We will describe the main concepts related to the topic and how to gain data that are useful in CKM process. At the end of the article, we illustrate a conceptual framework of CKM process and describe the components. In addition, we offer ways of increasing customer’s knowledge quality that we call mass public education.

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References

2003Evolving to a New Dominant Logic for Marketing 2007Managing the co-creation of value 2012Customer value co-creation behavior: Scale development and validation 2009Co-creating value for luxury brands 2002Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value 2010Marketing 3.0 2002Data mining techniques for customer relationship management 2005Gaining customer knowledge through analytical CRM

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