The Role Of The Marketing Knowledge Management By Adopting The Strategy Of The Relation With The Customer To Achieve a Competitive Advantage

HALMOUS, EL AMINE (2017) The Role Of The Marketing Knowledge Management By Adopting The Strategy Of The Relation With The Customer To Achieve a Competitive Advantage. Doctoral thesis, Université Mohamed Khider - Biskra.

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Abstract

This study aimed to know the role of the marketing knowledge management by adopting the strategy of the relation with the customer to achieve the competitive advantage and focussing on the marketing knowledge management in its relative side with the knowledge of the customer at some algerian banks in the district oflaghouatwhich are eight banks ; six are from the Public sector and two are from the private one. The total number of the employees is 131 .it was taken a sample of 114 employees by a rate estimated to 87%. -The Assumptions were selected by using :Arithmetic mean ,standard deviation and The coefficient of variation, Correlation coefficient, The Simple linear regression and multiple regression analysis, T-test for the independant samples (males ;females), One-way analysis of variance (ANOVA) test . This study found some results such as : -The existence of a direct relation between the first independent variable ‘the customer knowledge management’, and dependent variable ‘the competitive advantage ‘. - The existence of a strong direct relation between the second independent variable ‘customer relation management’ and dependent variable ‘ the competitive advantage’ . -the Algerian banks in Laghouat use 'marketing knowledge management' in its relative side with ‘customer knowledge management’. - The Algerian banks in laghouat use customer relation management. - the Algerian banks in laghouat have got the competitive advantage . - The marketing knowledge management in its relative side with the customer knowledge has a statistically significant effect at a significance level a=0.05 in acheiving a competitive advantage for the Algerian banks in Laghouat. -The customer relation management has a statistically significant effect at a significance level a=0.05 in acheiving a competitive advantage for the algerian banks in laghouat. - No signifficant differences between the average of the males answers andthe average of the females answers . -The existence of some significant differences in averages of the individuals answers due to some personal details variants such as ; age and Social status according to the first independent variable ‘the customer knowledge management’ , and educational level and the employer bank for the second independent variable ‘customer relation management’.For the dependent variable the competetive advantage ,the results confirmed that there are no significant differences in the sample individuals answers.due to the variants of the personal information. - The is a clear difference in the importance between the two independent variants whereas the first independent variable was removed for its insignifficance While the second independent variable ‘customer relation management’ is of great importance in achieving the ‘competitive advantage’ by the Algerian banks in laghouat.

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