Explaining the role of customer knowledge in gaining satisfaction and brand equity from the customer's viewpoint

IF 1.3 Q3 MANAGEMENT

International Journal of Knowledge Management Studies Pub Date : 2019-10-28 DOI:10.1504/ijkms.2019.10024995

A. Navehebrahim, F. Yousefi

引用次数: 0

Abstract

The present study explores the role of dimensions of customer knowledge (for, about, and from customer) in gaining satisfaction and brand equity from his/her viewpoint. This study is applicable from objective aspect and descriptive-field from methodological aspect. The statistical population included 400 university students (Amirkabir University of Technology, Iran University of Science and Technology, Allameh Tabataba'i University, Shahid Beheshti University, Kharazmi University). Researcher self-made questionnaire (its face validity was confirmed by the professors and experts and its construct validity was confirmed via factor analysis) was employed for data collection. The collected data was analysed by means of Amos and SPSS software and the results of structural equations confirm the research hypotheses regarding direct correlation among dimensions of customer knowledge, satisfaction and brand equity from the customer's viewpoint.

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从顾客的角度解释顾客知识在获得满意度和品牌资产中的作用

本研究从客户的角度探讨了客户知识维度（针对客户、关于客户和来自客户）在获得满意度和品牌资产方面的作用。本研究从客观方面适用，从方法论方面适用于描述性领域。统计人群包括400名大学生（阿米尔卡比尔理工大学、伊朗科技大学、阿拉梅赫·塔巴塔巴伊大学、沙希德·贝赫什蒂大学、哈拉兹米大学）。采用研究者自制的问卷（由教授和专家确认其面孔有效性，并通过因子分析确认其结构有效性）进行数据收集。利用Amos和SPSS软件对收集到的数据进行分析，结构方程的结果从客户的角度证实了关于客户知识、满意度和品牌资产维度之间直接相关性的研究假设。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Knowledge Management Studies Decision Sciences-Information Systems and Management

CiteScore

1.90

自引率

14.30%

发文量

期刊介绍： “Knowledge as a key resource will contribute to improved organisational performance if it is properly leveraged and harnessed." IJKMS is a refereed and authoritative source of information in the field of knowledge management and related aspects. Topics covered include: -Knowledge creation, acquisition, codification, classification, organisation -Knowledge sharing, transfer, application, protection, retention -KM design and development -KM management and implementation -Measurement of knowledge management performance and benefits -Techniques and methods for managing knowledge -Technological tools for knowledge management, e.g. -knowledge bases, collaborative tools -expert/intelligent systems, knowledge mining/extraction -content/document management -portals, search and retrieval -e-learning, virtual reality, business intelligence, etc. -Human, organisational, strategic, behavioural, socio-cultural aspects -Public policy, economics, education policy, intellectual capital, ethics -Other related aspects of KM