Document Type : Original Research Paper

Authors

• G. Ehsanfar ¹
• E. Garousi ²

¹ Department of Business Management, Insurance Department, School of Management and Accounting, Allameh Tabatabai University, Tehran, Iran

² Department of International Business Management, School of Management and Accounting, Qazvin Islamic Azad University, Iran

Abstract

Today, the customer is known as one of the most important sources of knowledge for organizations. What creates value for organizations today is creating a continuous relationship with the customer and exchanging information or services between them and the customer. For this purpose and to increase the productivity of the organization and ensure that the desired goods and services are provided to the customers and gain their satisfaction, the ability to establish a relationship with the customers and resort to marketing strategies and its capabilities is one of the significant issues. The present research was conducted with the aim of investigating the effect of customer knowledge and customer relationship management on marketing capability and organizational performance in private insurance companies. To investigate this effect, 135 managers and vice presidents of private companies active in the insurance industry were selected as a statistical sample. Sampling was done by stratified random method and data was collected using a designed questionnaire. Data analysis has been done using confirmatory factor analysis and structural equation model based on the method of partial least squares. The findings indicate that customer knowledge management has an effect on customer relationship management, and customer relationship management has a positive and significant effect on organizational performance, and the marketing capability variable plays a mediating role.

Keywords

• Customer Knowledge
• Customer Relationship Management
• marketing capability
• organizational performance
• structural equation modeling