The impact of knowledge management on customer relationship management: A case from the fast food industry in Jordan

The aim of this paper is to test the relationship between knowledge, knowledge management (KM) and customer relationship management (CRM). The impact of KM on CRM is the core of this paper. KM systems are considered one of the critical management information systems that are utilised in a wide range of business sectors. KM provides an overall image on how to use customer knowledge (CK) and to develop a close relationship with them. It also plays a significant role in developing CRM. This paper attempted to investigate the effect of customer satisfaction, CK and trust towards customer retention (CR) in the fast food industry in Jordan. The study also aimed at exploring the factors influencing the level of CR within the fast food industry in Jordan. The study utilised a survey that probed the perceptions of customers towards the previously mentioned factors. Results indicated that CK and trust are important factors in predicting customers' satisfaction. The results clearly show that customer satisfaction plays an important role in CR.