A RESEARCH ON RELATIONSHIP BETWEEN CUSTOMER KNOWLEDGE MANAGEMENT AND INNOVATION

Abstract

The most important thing to compete at today’s business is to satisfy needs and expectations of the customer. To do this, customers must be followed on a regular basis to learn what they want. For this purpose customer knowledge should be managed and outcomes must lead to innovation and development for the company. Companies which build the process will be successful, because companies which is not different according to their competitors and not innovative cannot survive. The aim of this study is to highlight the relationship between customer knowledge management and innovation. At literature review section customer knowledge management and innovation subjects explained in detail. At research section, it is demonstrated the direction and level of the relationship between customer knowledge management and innovation. The research was conducted in a call center company that operates in Istanbul at February 2016. The data was collected from lower, middle and upper level managers. Survey method was used at this research. 112 questionnaire was collected in this context. The data was analyzed with SPSS 22.0 statistical software. While analyzing the data and getting the results, descriptive statistics and correlations analysis were used. According to the results of the analysis, there is a positive and middle level relation between customer knowledge management and innovation.