The Impact of Customer Knowledge Management in Achieving Marketing Excellence: A Field Study of the Opinions of a Sample of Employees of Yemeni Commercial Banks

Abstract

This study investigated the impact of customer knowledge management on achieving marketing differentiation with a special emphasis on a sample of Yemeni commercial bank employees. The researcher used the analytical descriptive approach and the data was collected through a questionnaire form. From the (112) questionnaires which were distributed only (107) questionnaires have been retrieved. Nevertheless, (103) questionnaires were analyzed through the statistical program (SPSS). The study ended up with the finding that all the study samples positively agree on the importance of customer knowledge management in achieving marketing differentiation mainly in a sample of Yemeni commercial bank employees. In addition to that, the research conclusion stressed on the existence of an influence relationship and correlation between the study variables. The research paper provided some recommendations of quite significance. It recommended that more attention must be given to spread and consolidate positive customer knowledge management that contributes in improving the banks' status and developing them. In addition that, it highlighted the significance of investing the relationship between customer knowledge management and the dimensions of marketing excellence in the field under study in order to benefit from this relationship in improving the services provided.