The Relationship between Customer Knowledge and Customer Relationship Management Towards Service Quality in Malaysia

Purpose – The main purpose of this study is to identify the most factors that could impact service quality and investigate the relationship between customer knowledge and customer relationship management towards service quality in Malaysia. Design/methodology/approach – A quantitative research design was employed. This study uses a questionnaire, Statistical Package for Social Science (SPSS) and regression model to explore the impact of customer knowledge and customer relationship management on service quality. A total of 667 questionnaires were mailed out and received 100 valid replies. Findings – The two variables have a significant impact and predict a good proportion of the variance in service quality. Moreover, they are significantly related to one another. Research limitations/implications – The relationships investigated in this study deserve further research. Because the data analyzed were collected from based on company’s perceptions. Therefore, it is suggested that more studies based on customer’s perception required before general conclusions can be drawn. Practical implications – It is reasonable to conclude, on this evidence that service quality can be created, reinforced and retained through customer knowledge as an important source of competitive advantage. Originality/value – This study is the first study that have been conducted in Malaysia which investigating the relationship amongst customer knowledge and customer relationship management and service quality. Hence, this study applies questionnaire methods in order to conduct in-depth investigation