Examining The Relationship Between Customer Knowledge Management and Marketing Agility: An Applied Study on The Household Appliance Industry in Egyp

نوع المستند : المقالة الأصلية

المؤلفون

1 Professor of Business Administration, Faculty of Commerce, Menoufia University

2 Demonstrator at the Business Administration Dept., Faculty of Commerce, Menoufia University

3 Associate Professor of Business Administration, Faculty of Commerce, Menoufia University

4 Lecturer of Business Administration, Faculty of Commerce, Menoufia University

المستخلص

Purpose—In today's dynamic business environment, Marketing Agility has become a prerequisite for organizations’ survival and success, particularly in dynamic and highly competitive industries such as household appliances.
This research examines the relationship between Customer Knowledge Management and Marketing Agility within the household appliance industry in Egypt. It seeks to provide insights into how effective customer knowledge management—knowledge acquisition, utilization, and dissemination— strengthens a corporation’s ability to respond swiftly and effectively to dynamic market conditions.
Design/Methodology/Approach—Based on the quantitative approach, this research employs a survey strategy to collect quantifiable data from 274 marketing personnel working in marketing departments of household appliance corporations in Egypt. Data analysis is performed using SPSS (version 23.0) software.
Findings—The findings reveal a significant and strongly positive relationship between Customer Knowledge Management and Marketing Agility, with Customer Knowledge Acquisition exerting the most substantial impact on Marketing Agility.
Originality/Value— This research provides valuable insights that contribute to academic research and managerial practices by emphasizing the importance of Customer Knowledge Management as a strategic enabler of agile marketing within the context of the household appliance industry in Egypt.

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الموضوعات الرئيسية

مجلة راية الدولية للعلوم التجارية
المجلد 4، العدد 15
أكتوبر 2025
الصفحة 1301-1338

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