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Constructing customer knowledge in k nowledge‐intensive customer relationships
Author(s) -
Heikka EijaLiisa
Publication year - 2020
Publication title -
knowledge and process management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.341
H-Index - 44
eISSN - 1099-1441
pISSN - 1092-4604
DOI - 10.1002/kpm.1650
Subject(s) - customer knowledge , business , customer intelligence , context (archaeology) , customer to customer , knowledge management , customer retention , customer advocacy , asset (computer security) , marketing , variety (cybernetics) , competitive advantage , computer science , service (business) , service quality , paleontology , computer security , artificial intelligence , biology
Knowing your customers and their needs is a topic that has attracted increasing interest in the business and academic worlds. In line with this, constructing customer knowledge has come under examination in this study. A firm's ability to construct customer knowledge creates solid ground for responding better to its customers' needs. In the business‐to‐business markets, customers are demanding increasingly knowledge‐intensive services. Therefore, examining the topic is particularly important in this specific context. In this study, the purpose is to find out how customer knowledge is constructed in knowledge‐intensive customer relationships. To accomplish this purpose, a qualitative multiple case study is organized around seven case relationships allowing within‐case and cross‐case comparisons. The findings of this study describe a variety of practices knowledge‐intensive firms can utilize in constructing customer knowledge in their daily activities. This study helps KIBS organizations in their efforts to create a source of competitive advantage as customer knowledge is a critical asset for firms, especially in a fast‐changing knowledge‐intensive environment.