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Journal of Social, Management and Tourism Letter
JSMTL 2022, 25 pages - Article ID: JSMTL-2207122112797
Explaining Competitive Advantage Based On Knowledge Management And Customer Relationship (case Study Noor Financial And Credit Institution Of Mazandaran Province)
a Faculty Of Human Science, Islamic Azad University, Ghaemshahr, Iran
b Faculty Of Humanities And Social Sciences, Department Of Management, Amol Institute Of Higher Education, Amol, Iran
ABSTRACT
The main objective of this research is to explain the competitive advantage based on knowledge management and customer relationship in the financial and credit institute of Mazandaran province. The research method in this descriptive study was survey type. The statistical population of the mentioned units was selected using the Morgan table and simple random sampling with a proportional allocation of 113 individuals. The data gathering tool included Hill and Jones Competitive Advice Competency Questionnaire (2010) with reliability of 0.780, Nanako and Takuchi Knowledge Management Measurement Questionnaire (2000) with the reliability of 0.787, and Customer Relationship Questionnaire (2012). ) With the reliability of 0.919. Confirmatory factor analysis was also used to evaluate the validity of the questionnaires using lisrel software. Data analysis was performed using descriptive statistics and inferential statistics (including Kolmogorov-Smirnov test, regression test and stepwise regression test) using SPSS software. Research findings suggest that knowledge management and its components (disclosure, transformation, internalization and socialization) and customer relationship and its components (IT dimension, social dimension and intellectual dimension) on competitive advantage The financial and credit institute of Mazandaran province has a positive and significant impact. Also, the results of stepwise regression showed that knowledge management and customer relationship could explain the competitive advantage in the financial and credit institution of Mazandaran province. In other words, 63.5% of competitive advantage changes are described by two variables of knowledge management and customer relationship.