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Going beyond technology: Knowledge sharing as a tool for enhancing customer-oriented attitudes

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  • Reychav, Iris
  • Weisberg, Jacob

Abstract

Numerous articles, books and essays have shown that ongoing efforts to meet customers’ needs characterize market leaders. For a firm to successfully develop customer-oriented attitudes throughout the entire organization, employees at all levels and sections need to be committed to providing a high level of service. It is therefore essential to understand what drives employees – especially those who do not interact daily with customers – to adopt a customer-oriented attitude. The aim of this study is to shed some light on one facet of this relationship, namely the mechanism of knowledge sharing that may impact employee customer orientation. The underlying notion is that technology, in its various advanced forms of CRM software, enhances and enables client “knowing.” In other words, it leads to a greater ability on the part of employees to share knowledge, which brings about real customer orientation.

Suggested Citation

  • Reychav, Iris & Weisberg, Jacob, 2009. "Going beyond technology: Knowledge sharing as a tool for enhancing customer-oriented attitudes," International Journal of Information Management, Elsevier, vol. 29(5), pages 353-361.
    • Handle: RePEc:eee:ininma:v:29:y:2009:i:5:p:353-361
    DOI: 10.1016/j.ijinfomgt.2008.11.005
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    Citations

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    Cited by:

    1. Mamta Tripathi & Zuby Hasan, 2023. "Can leaders power and influence strategy enhance knowledge management in research intensive organizations: a modified TISM approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(5), pages 4725-4758, October.
    2. Dong, Shutao, 2012. "Decision execution mechanisms of IT governance: The CRM case," International Journal of Information Management, Elsevier, vol. 32(2), pages 147-157.
    3. Amin, Adnan & Shah, Babar & Khattak, Asad Masood & Lopes Moreira, Fernando Joaquim & Ali, Gohar & Rocha, Alvaro & Anwar, Sajid, 2019. "Cross-company customer churn prediction in telecommunication: A comparison of data transformation methods," International Journal of Information Management, Elsevier, vol. 46(C), pages 304-319.
    4. Hau, Yong Sauk & Kim, Byoungsoo & Lee, Heeseok & Kim, Young-Gul, 2013. "The effects of individual motivations and social capital on employees’ tacit and explicit knowledge sharing intentions," International Journal of Information Management, Elsevier, vol. 33(2), pages 356-366.
    5. Yu, Yan & Hao, Jin-Xing & Dong, Xiao-Ying & Khalifa, Mohamed, 2013. "A multilevel model for effects of social capital and knowledge sharing in knowledge-intensive work teams," International Journal of Information Management, Elsevier, vol. 33(5), pages 780-790.
    6. Basaglia, Stefano & Caporarello, Leonardo & Magni, Massimo & Pennarola, Ferdinando, 2010. "IT knowledge integration capability and team performance: The role of team climate," International Journal of Information Management, Elsevier, vol. 30(6), pages 542-551.

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