Knowledge Management and Customer Relationship Management Performance: Empirical Evidence from Palestinian Banking Industry

This research article examines the role of knowledge management in enhancing the relationship between the customers and management staff in Palestinian commercial banks. For this purpose, a sampling survey was designed and distributed among 213 employees that working at Palestinian commercial banks. The study used correlation and regression analysis to test research hypotheses. This study reveals high strong integration between knowledge convertible model and customer relations management. Moreover, it concludes that Palestinian banks can construct a strong relations with their customers by using technology and managing customer information recourses in order to improve the services delivery speed and customer loyalty. Indeed, knowledge management is a vital tool in performing multiple tasks and in answering all customer inquiries. Finally, this study recommends that gain knowledge could meet the strategic needs of an organization. Therefore, the banks need to allocate a professional team specialized in managing the activities and efforts of knowledge skills.