Does Knowledge Management Influence the Customer’s Satisfaction and Intention to Quit? Mediating Role of Customer Relationship Management

Satisfied customers are worthy assets for any organization. This study helps in understanding how important is to retain and enlarge these assets by minimizing the intention to quit and maximizing the satisfaction of customers. This research explores the importance of knowledge management and customer relationship management in order to retain advantageous and long-term bonds with customers in hotel industry. The purpose of this study is to examine the effect of knowledge management on customers’ satisfaction and intention to quit by concentrating on the mediating role of customer relationship management. Data were collected by applying simple random sampling from employees and customers of hotels in Gujranwala. Results indicated that knowledge management has significant and positive relationships with customers’ satisfaction. Moreover, knowledge management is negatively and significantly related to intention to quit. Additionally, customer relationship management also significantly mediates the relationship between knowledge management and customers’ satisfaction & intention to quit