Providing a Model of Knowledge Management of Customer Experience and Its Effectiveness Evaluation in The Fintech Ecosystem

Document Type : Research Article

Authors

• Ahmad Rahmani ¹
• Majid Sorouri ²
• Reza Radfar ³
• Mahmood Alborzi ¹

¹ Department of Information Technology Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.

² Department of Computer and Mechatronics, Faculty of Mechanics, Electrical Power and Computer, Science and Research Branch, Islamic Azad University, Tehran, Iran.

³ Department of Industrial Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.

10.22067/jstinp.2023.84074.1071

Abstract

According to the studies conducted in the field of knowledge management and experience management and the undamentals of customer experience management approach provided by Jaziri in 2019, the paper was conducted with two purposes:1. Providing a model of knowledge management of customer experience model  in Fintech field and 2. its effectiveness evaluation in the Fintech ecosystem from the experts’ perspective. The research is a descriptive and analytic survey type. The research method is Grounded Theory. In order to achieve the first purpose, 48 articles were selected, studied, and opinionated by purposefully sampling people. After reading and analyzing articles, customer knowledge experience concepts were extracted and categorized based on the phenomena, context, cause, intervention, strategy, and consequence. Then, the relationship between the concepts was designed as a model. Based on those propositions, the knowledge management of customer experience model was provided, and the fitting test was tested and approved. In order to achieve the second purpose, a questionnaire was designed based on four components, including 1- Understanding the importance of knowledge management of customer experience, 2- the role of tacit knowledge in customer experience, 3- the effectiveness of customer experience knowledge, and 4- Applying knowledge of customer experience. The results showed that from the point of view of experts, the effectiveness of knowledge management of customer experience in the Fintech ecosystem leads to improving marketing performance, better management of products and services, and increased customer satisfaction.

Keywords

• Fintech
• Theory building
• Customer experience
• Knowledge management
• Grounded theory
• CEKM Approach

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