Investigating the Impact of Knowledge Management on the Success of Customer Relationship Management: A Case Study of Bank Sepah Branches in Bushehr Province

The present study aims to investigate the impact of knowledge management on the success of customer relationship management (CRM) in the branches of Bank Mehr Eghtesad in Bushehr Province. This applied research employs a descriptive-correlational design. The statistical population consisted of all employees, deputies, and managers of the bank's branches with at least three years of work experience, totaling 254 individuals. Using Cochran's formula and simple random sampling, a sample size of 153 was determined. Data were collected using two standard questionnaires: Knowledge Management and Customer Relationship Management. The face and content validity of the instruments were confirmed by experts, and their reliability was reported with Cronbach's alpha coefficients of 0.92 and 0.84, respectively. Data analysis was conducted using SPSS and SmartPLS software through Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The findings revealed that knowledge management has a significant positive impact on CRM success (β = 0.951, t = 152.71). Furthermore, all four dimensions of knowledge management—knowledge acquisition (β = 0.435), knowledge organization and storage (β = 0.540), knowledge dissemination (β = 0.331), and knowledge application (β = 0.510)—significantly influence CRM success. The structural model's coefficient of determination (R²) was 0.951, and the Goodness-of-Fit (GOF) index was 0.466, indicating a highly explanatory model. The results suggest that systematically implementing the knowledge management cycle provides the necessary foundation for successful CRM strategies in the banking industry. Bank managers can enhance operational efficiency and customer loyalty by investing in knowledge-driven infrastructures and fostering a culture of information sharing.