A Study on the Key Success Factors for Knowledge Oriented Customer Partnership and New CRM Success

In recent studies, there has been much interest in knowledge sharing between the organization and customer through customer partnership and its effect on new CRM success. This study examines the relationship between customer partnership and new CRM success. This study divided the influential factors into two categories based on theoretical background: knowledge management and organization’s customer partnership. Knowledge management involves Top management support, strategy and culture, and customer partnership consists of IT support, education and reward, and trust of customers. The findings indicate that 3 factors (culture, IT support, trust) are significantly related to customer partnership and new CRM success. However, the relationships between other factors (Top management support, strategy, education & reward) and customer partnership and new CRM success are not significant. The study also provides empirical evidence that customer partnership is positively related to new CRM success.