Customer knowledge management-oriented benchmarking based on AHP technique: case study in two shopping centers in Iran

Abstract

Today, the existing knowledge in organizations have considered as their important and valuable asset. Since, one of the most basic stages of using and applying knowledge is to recognize the existing knowledge of individuals; Customer Knowledge Management (CKM) is a way of recognizing organization status in customers’ views and getting familiar with customers’ need. Benchmarking improve processes and achieve higher performance. Therefore in this paper, by making use of CKM and both Customer Focus Group Interviews and Customer Feedback simultaneously, after extraction of 6 effective factors from 70 customers’ perspective and assessing Charles Dennis research by them at age 40 and around 500 dollars salary per month, and possessing at least bachelor degree, which is selected according to stratified sampling, weighting and prioritizing these criteria in the foresaid shopping centers by applying AHP technique and at the end benchmarking by using of this method results. Importance of this research is identifying CKM as a tool to identify strengths, competitive advantages and benchmarking. This technique leads to benchmarking and enhance organizations in a rapid path base on customers view and their satisfaction that is the most important things for organizations survival that was never considered before and just mentioned CKM in identifying customer’s need. .