Customer Knowledge Management towards Customer Attraction from managers’ perspective; a Case Study of Arab Bank in Amman City, Jordan

Abstract

The daily accelerating changes in business environment has recently made the banks competition amongst banking industry more complicated; as a result there has been increased focus on customer and Customer Knowledge Management (CKM) concept. Moreover, customer knowledge has become a key competitive factor and developed to be highly considered in globally, as a result; being a successful competitor in banking industry needs to put into consideration an important element which is called ‘Customer’. This paper aims to introduce a theoretical framework of CKM combined with Customer Attraction process by employing CKM toward gaining new customers in Arab Bank in Jordan. The methodology conducted as a data collection tool using a questionnaire and the data was collected from (38) branches managers of Arab Bank in Amman, Jordan. Besides, literature review was conducted to determine the concepts of integrating CKM toward customer attraction process to deliver the suggested Customer Knowledge Attraction Model (CKAM). The study findings reveal that there is a positive effect of customer knowledge management towards customer attraction in Arab Bank

Keywords: Knowledge Management, Customer Knowledge Management, Customer Relationship Management, Customer Attraction, CKAM, Arab Bank, Jordan.