ENHANCING SALES PERFORMANCE THROUGH CUSTOMER KNOWLEDGE MANAGEMENT
In the competitive environments of service businesses, the leading organizations attempt to utilize their intangible capital in order to improve their sale performance. Among different determinants of sale performance, this paper is to investigate the effects of customer knowledge management. For this purpose, the simultaneous effects of three dimensions of customer knowledge (knowledge for, about and from customer) on the criteria of sale performance have been investigated. The research method is descriptive and correlational. The population of the research consists of 875 managers and employees of a private bank in Iran. A sample of 270 subjects was selected using random sampling. Data collection tool is a standard questionnaire that was used for the survey. Data analysis has been done through path analysis. The results show that all studied aspects of customer knowledge have positive and significant effects on the International Journal of Economics, Commerce and Management, United Kingdom Licensed under Creative Common Page 747 sale performance of the bank. This shows the importance of customer knowledge management in banking industry. Finally, according to research findings, some suggestions are presented to enhance sale performance of distribution corporations.