Providing a Model for Improving Customer Knowledge Management System Performance Using Information Technology in Dairy Companies with an Interpretive Structural Modeling Approach

Abstract

Objective: This study aimed to present a model for improving the performance of the customer knowledge management system using information technology in dairy companies through an interpretive structural modeling (ISM) approach. Methodology: The required data for ISM modeling to identify key factors were collected from 15 experts at Pegah Dairy Industries Company, all of whom held managerial positions with a minimum of 15 years of management experience. In this study, an interpretive structural modeling (ISM) approach was employed to design a model for enhancing the performance of the customer knowledge management system through information technology. Findings: The exploratory model developed using ISM analysis revealed that the key factors for improving the performance of the customer knowledge management system include increasing productivity, enhancing innovation, and improving service quality, which were positioned at the first level as the most influenced factors in the model. Information technology software-related factors, including customer relationship management (CRM) systems, artificial intelligence and machine learning, knowledge management software, project management tools, and mobile applications, along with hardware-related factors such as powerful servers, network storage systems, networking infrastructures, security hardware, and backup storage devices, were classified at the second level. The factors at this level influence those at the higher level while being affected by the factors at the lower level. Additionally, information technology challenges, including technological limitations, technology adoption, information filtering, high costs, and misalignment with business objectives, were categorized at the third level, making them the most influential factors in the model. Conclusion: The findings of this study indicate that improving the performance of the customer knowledge management system in dairy companies using information technology depends on multiple factors, classified into three levels of influence.