The Practice of Jordanian Business to Attain Customer Knowledge Acquisition

This paper examines how Jordanian companies use the knowledge process to support Customer Knowledge Acquisition (CKA) and how they foster it. The empirical study is based on a sample of the data collected from 156 respondents, drawn randomly from three software business solution companies working in the Customer Relationship Management (CRM) area, and four companies which are employing the CRM system. The results show that the three selected factors (need for Customer Knowledge, Verify Customer Source, and Capture Customer Knowledge) have a significant impact on customer acquisition. However, the source identification of knowledge is not significant in Jordanian business software environments. The empirical findings will help both researchers and practitioners in future Knowledge Management (KM) and Customer Acquisition research to gain a better understanding of the knowledge processes about customers on Customer Acquisition. This paper provides a contribution to the literature about Customer Knowledge Acquisition in one of the developing countries as a framework to keep organizations competitive within the global business environment. DOI: 10.4018/978-1-4666-2485-6.ch007