The Role of Social Capital on Customers Knowledge Sharing Outcomes and CRM Success

Abstract

Customer knowledge sharing (CKS) is a new dimension of knowledge sharing themes and interaction practices between firms and their customers. This study explores substantial involvement of social capital theory to customer knowledge sharing and CRM success. Proposed model integrates ideologies capital of relational, cognitive and others i.e. (trustworthiness, shared norms, shared language, customer experience, and degree of customer loyalty) potentially effect on sharing customers knowledge to improved CRM success. Structural equation modeling used to analyze exploratory and confirmatory factor analysis. The findings of this study indicate that there is a positive responsiveness of CRM success by the social capital dimensions.

Keywords: Social capital, customers knowledge sharing, CRM, SEM.