Providing a Model of Customer Experience Knowledge Management and Its Effectiveness Evaluation in The Fintech Ecosystem

Despite the many studies conducted in knowledge management and experience management, providing a model in knowledge management of customer experience is an issue that needs to be addressed. The paper was conducted with two 1. Providing a model of customer experience knowledge management and 2. its effectiveness evaluation in the Fintech ecosystem from the experts’ perspective. The research is a descriptive and analytic survey type. The research method is Grounded Theory. In order to achieve the first purpose, 48 articles were selected, studied, and opinionated by purposefully sampling people. After reading and analyzing articles, customer knowledge experience concepts were extracted and categorized based on the phenomena, context, cause, intervention, strategy, and consequence. Then, the relationship between the concepts was designed as a model. Based on those propositions, the customer knowledge experience management model was provided, and the fitting test was tested and approved. In order to achieve the second purpose, a questionnaire was designed based on four components, including 1- Understanding the importance of customer experience knowledge management, 2- the role of tacit knowledge in customer experience, 3- the effectiveness of customer experience knowledge, and 4- Applying knowledge of customer experience. The results showed that from the point of view of experts, the effectiveness of customer experience knowledge management in the Fintech ecosystem leads to improving marketing performance, better management of products and services, and increased customer satisfaction.