Customer Knowledge Management in organisations: developing a practice framework to achieve 360 degree view of customer

Vasireddy, Pavan (2016) Customer Knowledge Management in organisations: developing a practice framework to achieve 360 degree view of customer. PhD thesis, University of Bolton.


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With emergence of knowledge economy and shift in power towards customers, the way of performing business and managing customer markets in organisations has changed significantly. Organisations which are typically reliant on internal knowledge have been setting their sight on customers as a valuable new source of external knowledge. This led to the wide acknowledgement of Customer Knowledge Management (CKM) in both business and academic fields within the last decade. Extant CKM literature has highlighted the need for 360 degree view of customer but there is significant gap regarding how to achieve this in organisations. Thus, the main motivation for this research is to develop theory in terms of practise framework to enable organisations to achieve 360 degree view of customer while taking into consideration the challenges identified in practising CKM. This thesis attempts to address the complex research problem – 'how to manage customer knowledge to achieve 360 degree view of customer in organisations'. The research problem developed for the study led towards interpretivist paradigm to interpret and understand various relevant organisational phenomena and research is carried out using qualitative approach. The empirical data is collected using case study research method from five large organisations from India, Germany, and the United Kingdom. In-depth case studies were conducted in Biocon, Daimler, Genpact, Honeywell-ADI, and University of Bolton. The empirical data collected was analysed using techniques from grounded theory approach. This thesis presents findings of the study in the form of five core categories and twenty seven constituent factors influencing the customer knowledge management practice in large organisations. The empirical findings associated with each of these core categories and identified factors have been discussed in the light of current literature. Based on these core categories and constituent factors, a comprehensive CKM practice framework has been developed to achieve 360 degree view of customer, among organisations. This thesis has been concluded with evaluative discussions on theoretical and practical contributions to knowledge, validity of the findings, limitations of the study, and implications for further research.

Item Type: Thesis (PhD)
Subjects: H Social Sciences > HF Commerce
Divisions: Institute of Management > Bolton Business School
University of Bolton Theses > Business
University of Bolton Theses > Institute of Management
Depositing User: Sarah Taylor
Date Deposited: 15 Aug 2016 12:52
Last Modified: 04 Apr 2019 14:27

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