Maturity assessment of social customer knowledge management (SCKM) using fuzzy expert system
Abstract
Organizations which provide electronic services do not have a logically structured strategy for implementing Customer Knowledge Management through Social media (SCKM). By assessing the position of SCKM, organizations can have a clear understanding of their maturity level and find their future investment interests. This research examined the maturity assessment of SCKM utilizing a fuzzy expert system. It consisted of a-four-stage procedure. The maturity model is based on 11 critical success factors, including strategy, leadership, information technology, knowledge management, culture, process, resources, business intelligence, security, social customer, and assessment. Results showed that the studied organization has covered 48.2% of maturity on the first level and 51.8% on the second level. Thus, to increase productivity, it is indispensable for organizations to act in a targeted way. The fuzzy expert system is not designed specifically for a case study, but can be utilized as a reference for in-depth analysis of the organizational readiness for SCKM implementation and development within organizations, which provide e-services applications.
Keyword : expert system, fuzzy logic, maturity assessment, Customer Knowledge Management (CKM), Social media, critical success factors
How to Cite
Lak, B., & Rezaeenour, J. (2018). Maturity assessment of social customer knowledge management (SCKM) using fuzzy expert system. Journal of Business Economics and Management, 19(1), 192-212. https://doi.org/10.3846/16111699.2018.1427620
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Aghamirian, B.; Dorri, B.; Aghamirian, B. 2015. Customer knowledge management application in gaining organization’s competitive advantage in electronic commerce, Journal of Theoretical and Applied Electronic Commerce Research 10(1): 63–78. https://doi.org/10.4067/S0718-18762015000100006
Akhavan, P.; Ebrahim Sanjaghi, M.; Rezaeenour, J.; Ojaghi, H. 2014. Examining the relationships between organizational culture, knowledge management and environmental responsiveness capability, The Journal of Information and Knowledge Management Systems 44(2): 228–248.
Al Shammari, M. 2014. Designing a customer-centric knowledge management strategy for health services in Bahrain, Scholars Journal of Economics, Business and Management 1(10): 434–441. Available from Internet: http://saspjournals.com/sjebm
Attafar, A.; Sadidi, M.; Attafar, H.; Shahin, A. 2013. The role of customer knowledge management (CKM) in improving organization-customer relationship, Middle-East Journal of Scientific Research 13(6): 829–835.
Backlund, F.; Chronéer, D.; Sundqvist, E. 2014. Project management maturity models – a critical review: a case study within Swedish engineering and construction organizations, Procedia-Social and Behavioral Sciences 119: 837–846. https://doi.org/10.1016/j.sbspro.2014.03.094
Berthon, P. R.; Pitt, L. F.; Plangger, K.; Shapiro, D. 2012. Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy, Business Horizons 55(3): 261–271. https://doi.org/10.1016/j.bushor.2012.01.007
Buchnowska, D. 2014. Social CRM for customer knowledge management, Współczesna Gospodarka 5(4): 65–80. Available from Internet: http://bazekon.icm.edu.pl/bazekon/element/bwmeta1.element.ekon-element-000171326321
Chua, A. Y.; Banerjee, S. 2013. Customer knowledge management via social media: the case of Starbucks, Journal of Knowledge Management 17(2): 237–249. https://doi.org/10.1108/13673271311315196
Cohen, P. R.; Feigenbaum, E. A. 2014. The handbook of artificial intelligence. 3th ed. United Kingdom: Butterworth-Heinemann.
Fidel, P.; Schlesinger, W.; Cervera, A. 2015. Collaborating to innovate: effects on customer knowledge management and performance, Journal of Business Research 68(7): 1426–1428. https://doi.org/10.1016/j.jbusres.2015.01.026
Giannakis Bompolis, C.; Boutsouki, C. 2014. Customer relationship management in the era of social web and social customer: an investigation of customer engagement in the Greek retail banking sector, Procedia-Social and Behavioral Sciences 148: 67–78. https://doi.org/10.1016/j.sbspro.2014.07.018
Harrigan, P.; Soutar, G.; Choudhury, M. M.; Lowe, M. 2015. Modelling CRM in a social media age, Australasian Marketing Journal 23(1): 27–37. https://doi.org/10.1016/j.ausmj.2014.11.001
Jafari, M.; Rezaeenour, J.; Akhavan, P. 2009. Identifying progressive route of organizational knowledge creation theory, World Applied Sciences Journal 7(10): 1287–1294. Available from Internet: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2189725
Jafari, M.; Rezaeenour, J.; Mahdavi Mazdeh, M.; Hooshmandi, A. 2011. Development and evaluation of a knowledge risk management model for project-based organizations: a multi-stage study, Management Decision 49(3): 309–329. https://doi.org/10.1108/00251741111120725
Kerrigan, M. 2013. A capability maturity model for digital investigations, Digital Investigation 10(1): 19–33. https://doi.org/10.1016/j.diin.2013.02.005
Khatibian, N.; Hasan gholoi pour, T.; Abedi Jafari, H. 2010. Measurement of knowledge management maturity level within organizations, Business Strategy Series 11(1): 54–70. https://doi.org/10.1108/17515631011013113
Koehler, J.; Woodtly, R.; Hofstetter, J. 2015. An impact-oriented maturity model for IT-based case management, Information Systems 47: 278–291. https://doi.org/10.1016/j.is.2013.12.003
Lak, B.; Rezaeenour, J. 2017. Effective factors of social customer knowledge management (SCKM) in organizations: study of electronic service providers in Iran, Journal of Information & Knowledge Management 16(2): 1750014_1–1750014_24.
Lee, G.; Kwak, Y. H. 2012. An open government maturity model for social media-based public engagement, Government Information Quarterly 29(4): 492–503. https://doi.org/10.1016/j.giq.2012.06.001
Lee, J.; Suh, E. h.; Hong, J. 2010. A maturity model based CoP evaluation framework: a case study of strategic CoPs in a Korean company, Expert Systems with Applications 37(3): 2670–2681. https://doi.org/10.1016/j.eswa.2009.08.011
Li, E. Y.; Huang, X. J.; Weng, T. 2013. Applying customer knowledge management to alignment and integration of strategy maps, in International Conference on Electronic Business (ICEB), 17–21 May 2013, Guilin, Guangxi, China. Available from Internet: http://ice-b.icete.org
Mehdibeigi, N.; Dehghani, M.; Mohammad Yaghoubi, N. 2016. Customer knowledge management and organization's effectiveness: explaining the mediator role of organizational agility, Procedia-Social and Behavioral Sciences 230: 94–103. https://doi.org/10.1016/j.sbspro.2016.09.012
Mukherji, S. 2012. A framework for managing customer knowledge in retail industry, IIMB Management Review 24(2): 95–103. https://doi.org/10.1016/j.iimb.2012.02.003
Nejatian, H.; Sentosa, I.; Piaralal, S. K.; Bohari, A. M. 2011. The influence of customer knowledge on CRM performance of Malaysian ICT companies: a structural equation modeling approach, International Journal of Business and Management 6(7): 181–198. https://doi.org/10.5539/ijbm.v6n7p181
Paavel, M.; Karjust, K.; Majak, J. 2017. PLM maturity model development and implementation in SME, Procedia CIRP 63: 651–657. https://doi.org/10.1016/j.procir.2017.03.144
Phillips, C.; Karr, C. L.; Walker, G. 1996. Helicopter flight control with fuzzy logic and genetic algorithms, Engineering Applications of Artificial Intelligence 9(2): 175–184. https://doi.org/10.1016/0952-1976(95)00008-9
Proença, D.; Borbinha, J. 2016. Maturity models for information systems-a state of the art, Procedia Computer Science 100: 1042–1049. https://doi.org/10.1016/j.procs.2016.09.279
Rogers, G. P. 2009. Information technology governance and service management: frameworks and adaptations. 1st ed. United Kingdom: Information Science Reference.
Rosa, D. V.; Chaves, M. S.; Oliveira, M.; Pedron, C. 2016. Target: a collaborative model based on social media to support the management of lessons learned in projects, International Journal of Managing Projects in Business 9(3): 654–681. https://doi.org/10.1108/IJMPB-12-2015-0120
Salomann, H.; Dous, M.; Kolbe, L.; Brenner, W. 2005. Rejuvenating customer management: how to make knowledge for, from and about customers work, European Management Journal 23(4): 392–403. https://doi.org/10.1016/j.emj.2005.06.009
Samizadeh, R.; Mehr, S. P. 2012. Wiki as a customer knowledge management tool in websites, International Journal of Industrial Engineering 23(3): 217–222. Available from Internet: http://ijiepr.iust.ac.ir/article-1-415-en.html
Sarka, P.; Ipsen, C. 2017. Knowledge sharing via social media in software development: a systematic literature review, Knowledge Management Research & Practice 15(4): 594–609. https://doi.org/10.1057/s41275-017-0075-5
Schumacher, A.; Erol, S.; Sihn, W. 2016. A maturity model for assessing Industry 4.0 readiness and maturity of manufacturing enterprises, Procedia CIRP 52: 161–166. https://doi.org/10.1016/j.procir.2016.07.040
Sedighi, M. M.; Mokfi, T.; Golrizgashti, S. 2012. Proposing a customer knowledge management model for customer value augmentation: a home appliances case study, Journal of Database Marketing & Customer Strategy Management 19(4): 321–347. https://doi.org/10.1057/dbm.2012.32
Sindakis, S.; Depeige, A.; Anoyrkati, E. 2015. Customer-centered knowledge management: challenges and implications for knowledge-based innovation in the public transport sector, Journal of Knowledge Management 19(3): 559–578. https://doi.org/10.1108/JKM-02-2015-0046
Srisamran, P.; Ractham, V. V. 2014. Customer-centric knowledge creation for customer relationship management, Journal of Applied Business Research 30(2): 397–408. https://doi.org/10.19030/jabr.v30i2.8410
Taber, R. 1995. The fuzzy systems handbook: a practitioner’s guide to building, using, and maintaining fuzzy systems (Earl Cox), SIAM Review 37(2): 281–282. https://doi.org/10.1137/1037078
Treem, J. W.; Leonardi, P. M. 2012. Social media use in organizations: exploring the affordances of visibility, editability, persistence, and association, Communication Yearbook 36: 143–189. https://doi.org/10.2139/ssrn.2129853
Valdés, G.; Solar, M.; Astudillo, H.; Iribarren, M.; Concha, G.; Visconti, M. 2011. Conception, development and implementation of an e-government maturity model in public agencies, Government Information Quarterly 28(2): 176–187. https://doi.org/10.1016/j.giq.2010.04.007
Valentin, N. C.; Oana, N.; Adriana, G.; Elena, C. 2016. Exploratory study of the companies’ economic performance using a social customer relationship management, Procedia Economics and Finance 39: 800–806. "https://doi.org/10.1016/S2212-5671(16)30270-2
Von Scheel, H.; von Rosing, G.; Skurzak, K.; Hove, M. 2015. The complete business process handbook. 1st ed. Boston: Morgan Kaufmann.
Wang, Z.; Kim, H. G. 2017. Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective, Journal of Interactive Marketing 39: 15–26.
Wei, G. 2016a. Interval valued hesitant fuzzy uncertain linguistic aggregation operators in multiple attribute decision making, International Journal of Machine Learning and Cybernetics 7(6): 1093–1114. https://doi.org/10.1007/s13042-015-0433-7
Wei, G. 2016b. Picture fuzzy cross-entropy for multiple attribute decision making problems, Journal of Business Economics and Management 17(4): 491–502. https://doi.org/10.3846/16111699.2016.1197147
Wei, G.; Alsaadi, F. E.; Hayat, T.; Alsaedi, A. 2016. Hesitant fuzzy linguistic arithmetic aggregation operators in multiple attribute decision making, Iranian Journal of Fuzzy Systems 13(4): 1–16.
Wu, J.; Guo, B.; Shi, Y. 2013. Customer knowledge management and IT-enabled business model innovation: a conceptual framework and a case study from China, European Management Journal 31(4): 359–372. https://doi.org/10.1016/j.emj.2013.02.001
Yong, L.; Yongqing, W. 2015. The bibliometrics analysis of customer knowledge management based on co-word analyses, Management Science and Engineering 9(2): 49–54.
Zadeh, L. A. 1965. Fuzzy sets, Information and Control 8(3): 338–353. https://doi.org/10.1016/S0019-9958(65)90241-X
Zembik, M. 2014. Social media as a source of knowledge for customers and enterprises, Online Journal of Applied Knowledge Management 2(2): 132–148. Available from Internet: https://pbn.nauka.gov.pl/polindex-webapp/browse/article/article-57b44925-ea49-4682-82fb-516e997148bf
Aghamirian, B.; Dorri, B.; Aghamirian, B. 2015. Customer knowledge management application in gaining organization’s competitive advantage in electronic commerce, Journal of Theoretical and Applied Electronic Commerce Research 10(1): 63–78. https://doi.org/10.4067/S0718-18762015000100006
Akhavan, P.; Ebrahim Sanjaghi, M.; Rezaeenour, J.; Ojaghi, H. 2014. Examining the relationships between organizational culture, knowledge management and environmental responsiveness capability, The Journal of Information and Knowledge Management Systems 44(2): 228–248.
Al Shammari, M. 2014. Designing a customer-centric knowledge management strategy for health services in Bahrain, Scholars Journal of Economics, Business and Management 1(10): 434–441. Available from Internet: http://saspjournals.com/sjebm
Attafar, A.; Sadidi, M.; Attafar, H.; Shahin, A. 2013. The role of customer knowledge management (CKM) in improving organization-customer relationship, Middle-East Journal of Scientific Research 13(6): 829–835.
Backlund, F.; Chronéer, D.; Sundqvist, E. 2014. Project management maturity models – a critical review: a case study within Swedish engineering and construction organizations, Procedia-Social and Behavioral Sciences 119: 837–846. https://doi.org/10.1016/j.sbspro.2014.03.094
Berthon, P. R.; Pitt, L. F.; Plangger, K.; Shapiro, D. 2012. Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy, Business Horizons 55(3): 261–271. https://doi.org/10.1016/j.bushor.2012.01.007
Buchnowska, D. 2014. Social CRM for customer knowledge management, Współczesna Gospodarka 5(4): 65–80. Available from Internet: http://bazekon.icm.edu.pl/bazekon/element/bwmeta1.element.ekon-element-000171326321
Chua, A. Y.; Banerjee, S. 2013. Customer knowledge management via social media: the case of Starbucks, Journal of Knowledge Management 17(2): 237–249. https://doi.org/10.1108/13673271311315196
Cohen, P. R.; Feigenbaum, E. A. 2014. The handbook of artificial intelligence. 3th ed. United Kingdom: Butterworth-Heinemann.
Fidel, P.; Schlesinger, W.; Cervera, A. 2015. Collaborating to innovate: effects on customer knowledge management and performance, Journal of Business Research 68(7): 1426–1428. https://doi.org/10.1016/j.jbusres.2015.01.026
Giannakis Bompolis, C.; Boutsouki, C. 2014. Customer relationship management in the era of social web and social customer: an investigation of customer engagement in the Greek retail banking sector, Procedia-Social and Behavioral Sciences 148: 67–78. https://doi.org/10.1016/j.sbspro.2014.07.018
Harrigan, P.; Soutar, G.; Choudhury, M. M.; Lowe, M. 2015. Modelling CRM in a social media age, Australasian Marketing Journal 23(1): 27–37. https://doi.org/10.1016/j.ausmj.2014.11.001
Jafari, M.; Rezaeenour, J.; Akhavan, P. 2009. Identifying progressive route of organizational knowledge creation theory, World Applied Sciences Journal 7(10): 1287–1294. Available from Internet: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2189725
Jafari, M.; Rezaeenour, J.; Mahdavi Mazdeh, M.; Hooshmandi, A. 2011. Development and evaluation of a knowledge risk management model for project-based organizations: a multi-stage study, Management Decision 49(3): 309–329. https://doi.org/10.1108/00251741111120725
Kerrigan, M. 2013. A capability maturity model for digital investigations, Digital Investigation 10(1): 19–33. https://doi.org/10.1016/j.diin.2013.02.005
Khatibian, N.; Hasan gholoi pour, T.; Abedi Jafari, H. 2010. Measurement of knowledge management maturity level within organizations, Business Strategy Series 11(1): 54–70. https://doi.org/10.1108/17515631011013113
Koehler, J.; Woodtly, R.; Hofstetter, J. 2015. An impact-oriented maturity model for IT-based case management, Information Systems 47: 278–291. https://doi.org/10.1016/j.is.2013.12.003
Lak, B.; Rezaeenour, J. 2017. Effective factors of social customer knowledge management (SCKM) in organizations: study of electronic service providers in Iran, Journal of Information & Knowledge Management 16(2): 1750014_1–1750014_24.
Lee, G.; Kwak, Y. H. 2012. An open government maturity model for social media-based public engagement, Government Information Quarterly 29(4): 492–503. https://doi.org/10.1016/j.giq.2012.06.001
Lee, J.; Suh, E. h.; Hong, J. 2010. A maturity model based CoP evaluation framework: a case study of strategic CoPs in a Korean company, Expert Systems with Applications 37(3): 2670–2681. https://doi.org/10.1016/j.eswa.2009.08.011
Li, E. Y.; Huang, X. J.; Weng, T. 2013. Applying customer knowledge management to alignment and integration of strategy maps, in International Conference on Electronic Business (ICEB), 17–21 May 2013, Guilin, Guangxi, China. Available from Internet: http://ice-b.icete.org
Mehdibeigi, N.; Dehghani, M.; Mohammad Yaghoubi, N. 2016. Customer knowledge management and organization's effectiveness: explaining the mediator role of organizational agility, Procedia-Social and Behavioral Sciences 230: 94–103. https://doi.org/10.1016/j.sbspro.2016.09.012
Mukherji, S. 2012. A framework for managing customer knowledge in retail industry, IIMB Management Review 24(2): 95–103. https://doi.org/10.1016/j.iimb.2012.02.003
Nejatian, H.; Sentosa, I.; Piaralal, S. K.; Bohari, A. M. 2011. The influence of customer knowledge on CRM performance of Malaysian ICT companies: a structural equation modeling approach, International Journal of Business and Management 6(7): 181–198. https://doi.org/10.5539/ijbm.v6n7p181
Paavel, M.; Karjust, K.; Majak, J. 2017. PLM maturity model development and implementation in SME, Procedia CIRP 63: 651–657. https://doi.org/10.1016/j.procir.2017.03.144
Phillips, C.; Karr, C. L.; Walker, G. 1996. Helicopter flight control with fuzzy logic and genetic algorithms, Engineering Applications of Artificial Intelligence 9(2): 175–184. https://doi.org/10.1016/0952-1976(95)00008-9
Proença, D.; Borbinha, J. 2016. Maturity models for information systems-a state of the art, Procedia Computer Science 100: 1042–1049. https://doi.org/10.1016/j.procs.2016.09.279
Rogers, G. P. 2009. Information technology governance and service management: frameworks and adaptations. 1st ed. United Kingdom: Information Science Reference.
Rosa, D. V.; Chaves, M. S.; Oliveira, M.; Pedron, C. 2016. Target: a collaborative model based on social media to support the management of lessons learned in projects, International Journal of Managing Projects in Business 9(3): 654–681. https://doi.org/10.1108/IJMPB-12-2015-0120
Salomann, H.; Dous, M.; Kolbe, L.; Brenner, W. 2005. Rejuvenating customer management: how to make knowledge for, from and about customers work, European Management Journal 23(4): 392–403. https://doi.org/10.1016/j.emj.2005.06.009
Samizadeh, R.; Mehr, S. P. 2012. Wiki as a customer knowledge management tool in websites, International Journal of Industrial Engineering 23(3): 217–222. Available from Internet: http://ijiepr.iust.ac.ir/article-1-415-en.html
Sarka, P.; Ipsen, C. 2017. Knowledge sharing via social media in software development: a systematic literature review, Knowledge Management Research & Practice 15(4): 594–609. https://doi.org/10.1057/s41275-017-0075-5
Schumacher, A.; Erol, S.; Sihn, W. 2016. A maturity model for assessing Industry 4.0 readiness and maturity of manufacturing enterprises, Procedia CIRP 52: 161–166. https://doi.org/10.1016/j.procir.2016.07.040
Sedighi, M. M.; Mokfi, T.; Golrizgashti, S. 2012. Proposing a customer knowledge management model for customer value augmentation: a home appliances case study, Journal of Database Marketing & Customer Strategy Management 19(4): 321–347. https://doi.org/10.1057/dbm.2012.32
Sindakis, S.; Depeige, A.; Anoyrkati, E. 2015. Customer-centered knowledge management: challenges and implications for knowledge-based innovation in the public transport sector, Journal of Knowledge Management 19(3): 559–578. https://doi.org/10.1108/JKM-02-2015-0046
Srisamran, P.; Ractham, V. V. 2014. Customer-centric knowledge creation for customer relationship management, Journal of Applied Business Research 30(2): 397–408. https://doi.org/10.19030/jabr.v30i2.8410
Taber, R. 1995. The fuzzy systems handbook: a practitioner’s guide to building, using, and maintaining fuzzy systems (Earl Cox), SIAM Review 37(2): 281–282. https://doi.org/10.1137/1037078
Treem, J. W.; Leonardi, P. M. 2012. Social media use in organizations: exploring the affordances of visibility, editability, persistence, and association, Communication Yearbook 36: 143–189. https://doi.org/10.2139/ssrn.2129853
Valdés, G.; Solar, M.; Astudillo, H.; Iribarren, M.; Concha, G.; Visconti, M. 2011. Conception, development and implementation of an e-government maturity model in public agencies, Government Information Quarterly 28(2): 176–187. https://doi.org/10.1016/j.giq.2010.04.007
Valentin, N. C.; Oana, N.; Adriana, G.; Elena, C. 2016. Exploratory study of the companies’ economic performance using a social customer relationship management, Procedia Economics and Finance 39: 800–806. "https://doi.org/10.1016/S2212-5671(16)30270-2
Von Scheel, H.; von Rosing, G.; Skurzak, K.; Hove, M. 2015. The complete business process handbook. 1st ed. Boston: Morgan Kaufmann.
Wang, Z.; Kim, H. G. 2017. Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective, Journal of Interactive Marketing 39: 15–26.
Wei, G. 2016a. Interval valued hesitant fuzzy uncertain linguistic aggregation operators in multiple attribute decision making, International Journal of Machine Learning and Cybernetics 7(6): 1093–1114. https://doi.org/10.1007/s13042-015-0433-7
Wei, G. 2016b. Picture fuzzy cross-entropy for multiple attribute decision making problems, Journal of Business Economics and Management 17(4): 491–502. https://doi.org/10.3846/16111699.2016.1197147
Wei, G.; Alsaadi, F. E.; Hayat, T.; Alsaedi, A. 2016. Hesitant fuzzy linguistic arithmetic aggregation operators in multiple attribute decision making, Iranian Journal of Fuzzy Systems 13(4): 1–16.
Wu, J.; Guo, B.; Shi, Y. 2013. Customer knowledge management and IT-enabled business model innovation: a conceptual framework and a case study from China, European Management Journal 31(4): 359–372. https://doi.org/10.1016/j.emj.2013.02.001
Yong, L.; Yongqing, W. 2015. The bibliometrics analysis of customer knowledge management based on co-word analyses, Management Science and Engineering 9(2): 49–54.
Zadeh, L. A. 1965. Fuzzy sets, Information and Control 8(3): 338–353. https://doi.org/10.1016/S0019-9958(65)90241-X
Zembik, M. 2014. Social media as a source of knowledge for customers and enterprises, Online Journal of Applied Knowledge Management 2(2): 132–148. Available from Internet: https://pbn.nauka.gov.pl/polindex-webapp/browse/article/article-57b44925-ea49-4682-82fb-516e997148bf