Future of Work and Digital Management Journal 3092-720X In Press 2027 03 01 Development of a Customer-Oriented Knowledge Management Model and Its Impact on Service Innovation with the Moderating Role of Evaluation and Feedback Development of a Customer-Oriented Knowledge Management Model and Its Impact on Service Innovation with the Moderating Role of Evaluation and Feedback 1 19 EN Journal Article 2026 05 06 <table> <tbody> <tr> <td> <p>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.</p> </td> </tr> </tbody> </table> https://www.journalfwdmj.com/index.php/fwdmj/article/download/334/364