Acceso usuarios
Ali Farhadyar, Hamid Khodadad Hosseini
In the emphasis on knowledge as a key competitive factor in the global economy, corporations may be overlooking a major element – customer knowledge. Customer knowledge management (CKM) creates new knowledge sharing platforms and processes between companies and their customers. Customer education is one of the best ways of customer knowledge management. Despite companies’ growing interest for customer education and the recent awareness in marketing literature of this concept, research on customer education remains relatively scarce. In this research a model which details the relationships between customer education and customer satisfaction was proposed and validated for Nano food product. The existence of two mediating variables was unveiled: product usage and product-usage related knowledge and skills. The experimental fieldwork was conducted in partnership with Nano food companies and their customers. In this research, clear evidence has been provided that customer education positively impacts on customer satisfaction and that specific mechanisms explain such effects.
