Studying the Impact of Customer Knowledge Management on Relationship Marketing (Iranian study)

The severity of competition in the markets and understanding the importance of custom er retention for the organizations made them to gradually take steps towards the creation and retention of long - term relationships with the customers and according to researchers' idea, customer knowledge management and relationship marketing are the most appropriate options in the organizations to achieve this goal. In the present study, the effect of customer knowledge management on the relationship marketing was addressed and studied. l97 questionnaires were distributed among the presidents and deputies and the experts who were the members of statistical population (1440 persons of some branches of Melli Bank in Mazandaran province). After encoding, the collected data were entered into Lisrel and SPSS software and was tested. The results of regression and correlation coefficient test showed that there is a meaningful relationship between customer knowledge management and relationship marketing. Finally, the results of structural equation model test by Root mean square error of approximation (RMSEA) less t han 0.10 and goodness of fit index more than 0.9 confirmed goodness of model and khi - square (khi 2 ) ratio by freedom degree less than 5 also confirmed the validity of model, totally it showed that the generalization of structural equation model including th e effect of customers’ knowledge management on the relationship marketing is confirmed among the personnel of Melli banks in Mazandaran province

Index Terms— Customer Knowledge Management, Relationship Marketing, Banking