Development of a Customer-Oriented Knowledge Management Model and Its Impact on Service Innovation with the Moderating Role of Evaluation and Feedback

Najmeh  Daneshfar; Mehdi Rouholamini; Azadeh  Kiapour; Shiba  Masoumi

Authors

Najmeh Daneshfar Department of management,Bab.c.,Islamic Azad University,Babol,Iran Author https://orcid.org/0009-0001-2534-3291
Mehdi Rouholamini Department of Statistics,Bab.c., Islamic Azad University,Babol,Iran Author https://orcid.org/0000-0002-3376-6788
Azadeh Kiapour Department of Statistics,Bab.c., Islamic Azad University,Babol,Iran Author https://orcid.org/0000-0002-3474-7757
Shiba Masoumi Department of Industrial management,Bab.c.,Islamic Azad University,Babol,Iran Author https://orcid.org/0000-0002-4094-2348

Keywords:

Customer, Oriented Knowledge Management, Service Innovation, Evaluation and Feedback, Meta, Synthesis, Structural Equation Modeling

Abstract

The purpose of this study was to develop a customer-oriented knowledge management model and examine its impact on service innovation, with the moderating role of evaluation and feedback, at Sina Bank. The study employed a mixed-methods (qualitative–quantitative) approach. In the qualitative phase, a meta-synthesis method based on the Sandelowski and Barroso framework was used to analyze 22 selected articles drawn from credible domestic and international scientific sources. Based on the coding and synthesis of the findings, customer-oriented knowledge management was identified as comprising four dimensions: customer-oriented knowledge acquisition, customer-oriented knowledge storage, customer-oriented knowledge sharing, and customer-oriented knowledge application. These dimensions, together with service innovation and evaluation and feedback, were incorporated into the conceptual model of the study. In the quantitative phase, the proposed model was tested using a descriptive-exploratory approach and partial least squares structural equation modeling (PLS-SEM). The statistical population consisted of employees working at the central headquarters of Sina Bank in Tehran, from whom 211 participants were selected as the study sample based on the Krejcie and Morgan sample-size table. Data were collected using a researcher-developed questionnaire and analyzed using SmartPLS 3. The findings indicated that customer-oriented knowledge management and its dimensions, including customer-oriented knowledge acquisition, customer-oriented knowledge storage, customer-oriented knowledge sharing, and customer-oriented knowledge application, had positive and statistically significant effects on service innovation. Furthermore, evaluation and feedback played a significant moderating role, positively strengthening the effect of customer-oriented knowledge management on service innovation. In addition, the proposed model demonstrated satisfactory fit and effectively explained service innovation. Accordingly, establishing a customer-oriented knowledge management system, together with the systematic application of evaluation and feedback mechanisms, can facilitate the development of service innovation, improve service quality, enhance customer satisfaction, and strengthen the competitive advantage of banks.

Downloads

Download data is not yet available.

References

[1] B. Van Ark, L. Broersma, and P. den Hertog, "Services Innovation, Performance and Policy: A Review," Directorate-General for Innovation, Ministry of Economic Affairs; Dialogic, The Hague, 2003.

[2] P. Den Hertog, W. Van der Aa, and M. W. De Jong, "Capabilities for Managing Service Innovation: Towards a Conceptual Framework," Journal of Service Management, vol. 21, no. 4, pp. 490-514, 2010, doi: 10.1108/09564231011066123.

[3] P. Centobelli, R. Cerchione, and E. Esposito, "Managing Knowledge through Knowledge Management Systems: Innovation vs Tradition," in Digitalisierung im Einkauf. Wiesbaden: Springer Fachmedien Wiesbaden, 2023, pp. 27-44.

[4] A. Di Vaio, R. Palladino, A. Pezzi, and D. E. Kalisz, "The Role of Digital Innovation in Knowledge Management Systems: A Systematic Literature Review," Journal of Business Research, vol. 123, pp. 220-231, 2021, doi: 10.1016/j.jbusres.2020.09.042.

[5] F. Gama and S. Magistretti, "Artificial Intelligence in Innovation Management: A Review of Innovation Capabilities and a Taxonomy of AI Applications," Journal of Product Innovation Management, vol. 40, no. 5, pp. 76-111, 2023, doi: 10.1111/jpim.12698.

[6] M. A. I. Gazi, A. Al Mamun, A. Al Masud, A. R. B. S. Senathirajah, and T. Rahman, "The Relationship between CRM, Knowledge Management, Organization Commitment, Customer Profitability and Customer Loyalty in Telecommunication Industry: The Mediating Role of Customer Satisfaction and the Moderating Role of Brand Image," Journal of Open Innovation: Technology, Market, and Complexity, vol. 10, no. 1, 2024, doi: 10.1016/j.joitmc.2024.100227.

[7] M. Al-Shammari, "Business Process Reengineering for Designing a Knowledge-Enabled Customer-Centric Competitiveness Strategy," Business Process Management Journal, vol. 29, pp. 1706-1733, 2023, doi: 10.1108/BPMJ-02-2023-0074.

[8] S. Heydari, F. Taheri Kia, and N. Iman Khan, "Presenting a Framework for Integrating Customer Knowledge Management and Customer Relationship Management in the Banking Industry," Business Management, vol. 13, no. 2, pp. 572-608, 2021.

[9] J. Radsaeed, A. Vedadi, and J. Haghighat Monfared, "Designing an Open Digital Innovation Model in the Iranian Banking Industry," Technology Development Management, vol. 10, no. 2, pp. 73-91, 2022.

[10] A. Kafashpour, V. Tabasi Lotf Abadi, and Z. Yousefzadeh, "Examining the Effect of Customer Participation on Innovation Capacity through the Mediating Roles of Dynamic Capabilities and Customer Knowledge Management Activities," Modern Explorations in Computational Sciences and Behavioral Management, vol. 1, no. 2, pp. 1-16, 2023.

[11] J. Shi and L. Yip, "Driving Innovation and Improving Employee Capability: The Effect of Customer Knowledge Sharing on CRM," The Business Review, vol. 7, no. 1, pp. 107-112, 2021.

[12] S. Bhatti, F. Jabeen, A. Ahmed, M. Romano, and F. Pascucci, "How Do Knowledge-Intensive Business Services Improve Innovation? A Resource-Based Model for Antecedents of Innovation in a Developing Country," Journal of Knowledge Management, vol. 29, pp. 92-112, 2024, doi: 10.1108/JKM-11-2023-1055.

[13] W. U. Hameed, Q. A. Nisar, and H. C. Wu, "Relationships between External Knowledge, Internal Innovation, Firms' Open Innovation Performance, Service Innovation and Business Performance in the Pakistani Hotel Industry," International Journal of Hospitality Management, vol. 92, p. 102745, 2021, doi: 10.1016/j.ijhm.2020.102745.

[14] J. He, C. Hu, and C. C. Lin, "Service Innovation, Inter-Organizational Trust, and Performance in Hospitality Platforms: Social Network and Agency Perspectives," Journal of Service Research, vol. 10, no. 7, pp. 01-19, 2022, doi: 10.3389/fpubh.2022.819371.

[15] M. Babaei Farsani, M. Moradi, and S. Fathollahi Chaleshtari, "Analyzing the Relationship between Knowledge-Oriented Leadership, Innovation Quality, Customer Knowledge Management, and the Performance of Small and Medium-Sized Enterprises in the Food Industry of Chaharmahal and Bakhtiari Province," Information Management Sciences and Techniques, vol. 8, no. 4, pp. 381-408, 2022.

[16] H. Rahimi Kelor and Y. Nikkhah, "Explaining the Effect of Customer Knowledge Management on Innovation Quality through Strategic Agility with the Moderating Role of Competitive Intensity: A Study of Medical Equipment Manufacturing Companies," Industrial Management Perspective, vol. 14, no. 54, pp. 66-84, 2024.

[17] U. Zia, J. Zhang, D. Xiaoyun, and L. Jinyan, "Significance of Knowledge Management Process and Customer Relationship Management for Stimulating Innovation Capability: Empirical Analysis, PLS-SEM Approach," International Journal of Knowledge Management Studies, vol. 15, no. 1, pp. 17-37, 2024, doi: 10.1504/IJKMS.2024.138069.

[18] R. Nosratpanah, S. Barani, A. Ashrafzadeh, and G. Atashi, "The Effect of Dynamic Service Innovation Capabilities on Firm Performance: The Moderating Role of Perceived Environmental Dynamism and the Mediating Roles of Service Innovation and Competitive Advantage," Business Management, vol. 16, no. 1, pp. 137-166, 2023.

[19] D. A. R. Bhat and V. Sharma, "Enabling Service Innovation and Firm Performance: The Role of Co-Creation and Technological Innovation in the Hospitality Industry," Technology Analysis & Strategic Management, vol. 34, no. 7, pp. 774-786, 2022, doi: 10.1080/09537325.2021.1919614.

[20] R. Hasanvand, A. Estambolchi, T. Ghobadi Lamouki, and S. Sehat, "Applications of Open Innovation in Implementing Service Customization Strategy," Quarterly Journal of Innovation Management in Defense Organizations, vol. 8, no. 2, pp. 113-138, 2025.

[21] N. Bakhshi, T. Torabi, and A. Khamseh, "Exploring the Dimensions and Indicators Affecting Sustainable Innovation Development in the Automotive After-Sales Service Industry: An Innovation Ecosystem Approach," Green Development Management Studies, vol. 4, no. 3, pp. 67-86, 2025.

[22] V. Kaartti, J. Ojasalo, and M. Wait, "Implementing a Customer-Centric Strategy through Service Design in Financial Organisations," International Journal of Bank Marketing, vol. 43, no. 5, pp. 921-942, 2025, doi: 10.1108/IJBM-06-2024-0375.

[23] D. Corsaro, E. Zavarrone, and V. D'Amico, "Service Innovation in the Age of Artificial Intelligence: The Case Study of D*motion Method," in Handbook of Service Experience: Edward Elgar Publishing, 2025, pp. 103-118.