Using interpretive structural modeling (ISM) to develop a customer knowledge management model in banking industry

Nowadays، customer is known as the most important source of information for organizations. The competitive advantage was lately obtained by innovation of product and creating a brand، but in twenty first century، companies are facing more interactions creating a competitive advantage which is obtained by gathering customer knowledge. This study intends to determine a structural model by the application of interpretive structural modeling (ISM). According to the interpretive structural modeling findings، twenty five important and effective factors on the process of implementing the customer knowledge management in the bank has been identified. The structural model analysis showed that the variables of the superior management commitment، the middle managers، organizational culture، financial resources and information technology are the main factors، and act like the foundation of the model. Other factors that have high levels of guidance and dependency and any type of change on them، could affect the system and system outcome could also change these variants again. The final result of factor in model expresses that executing and implementing the customer knowledge management process is effective at achieving factors such as customers'' satisfaction، increase of service quality and keeping customers as a valuable asset and finally obtaining a competitive advantage.