The role of customer knowledge management in achieving customer gratitude: An analytical study of the opinions of a sample of students from the Department of Dentistry at Ibn Hayyan University College

Abstract

The current research aims to reveal the nature of the role that customer knowledge management can play in achieving customer gratitude, as the research attempts to address a realistic problem that took a lot of time from those in charge of the educational process, represented by the inability of Iraqi universities (governmental and private) to achieve customer gratitude, so The researchers propose customer knowledge management to achieve customer gratitude, as customer knowledge management is defined as the processes related to identifying, acquiring and using knowledge from outside the university’s external borders in order to create value for customers. The research deals with two types of customers, internal (students and graduates) and external (parents and mothers). External recruitment destinations). The researchers published an electronic questionnaire, and (112) responses were obtained from students of the fourth and fifth stages in the Department of Dentistry at Ibn Hayyan University College, who numbered (165) male and female students for the fifth stage, and (149) male and female students for the fourth stage, and they were analyzed using the statistical program. Advanced SmartPLS. The current research is considered pioneering in its subject, as it deals with important variables that would shed light on how to achieve customer gratitude in Iraqi educational organizations. The research is also distinguished by its adoption of a set of advanced tools in analyzing its data to reach accurate results that contribute to achieving its goals. The research concluded with: A group of conclusions, the most important of which is that the dimensions of customer knowledge management (knowledge about the customer, knowledge of the customer, knowledge about the customer) have a strong and direct impact on achieving customer gratitude. The research also presented a set of recommendations to take advantage of the capabilities offered by customer knowledge management in achieving and enhancing customer gratitude in Educational organizations.