إدارة معرفة الزبون ودورها في تعزيز ولاء المنافذ البيعية دراسة مسحية على المنافذ البيعية لشركة المثنى للألبسة الجاهزة في سورية

Abstract

 

The study aimed to identify the role of customer knowledge management (CKM) in enhancing sales outlets loyalty  to the company under study, and  determine  the extent to which factors releated to  sales outlet (work level – years of service with the company – workplace monthly transaction volume),affect their opinions on CKM and sales outlets loyalty to the company. It also  explored how the respondents perception of CKM varied according to these factors .This was achieved by distributing a questionnaire to /100/ sales outlets of which /89/returned and  analyzed using a descriptive methodology.

The study concluded that CKM has no statistically significant effect on sales outlets loyalty to the company. Additionally ,statistically significant differences in the  opinions of

 study sample’s regarding CKM, attributed to variations in the aforementioned factors.  However ,these variations factors did not show a clear effect on the sample’s opinions regarding the sales outlet loyalty variable.