Studding the Role of Customer Knowledge Management in Enhancing Sale Performance

In the current competitive and dynamic environments, pioneer organizations attempt to utilize critical advantages in order to improve their performance. Among different determinants of sale performance this paper is to investigate the effects of customer knowledge management. For this purpose the simultaneous effects of three dimensions of customer knowledge management (knowledge for, about and from customer) on the sale performance have been investigated. The research method is descriptive and correlational. The population of the research consists of 875 persons of managers and employees of a private bank in Tehran. A sample of 270 subjects was selected as statistical sampling. Data collection tool is a standard questionnaire. Path analysis is used for data analysis through the software LISREL. The results show that all studied aspects of customer knowledge management have positive and significant effects on the sale performance of the bank.