The Effect of Customer Knowledge Management on Customer Orientation in the Telecom Company of Algeria (Ouargla)

Case study: The Administrative District of Touggourt

Abstract

This study aims to test the relationship between customer knowledge management and customer orientation in terms of the direct impact of customer knowledge management on customer orientation as well as the intermediary role of customer knowledge management between commercial agencies and customer orientation. Where (40) questionnaires were distributed to managers and heads of departments working in commercial agencies through a sample intended in five agencies. The research hypotheses were tested using a simple regression model and multiple regression to verify direct impact, and path analysis using the Amos Ver program supported by the Statistical Package for Social Sciences (SPSS). The results of the study showed a high moral impact on the orientation of customers by knowledge of the customer, the results also confirmed that there is a role of management of customer knowledge as an intermediary variable between the commercial agencies and customer orientation in the telecommunications company Algeria (Ouargla)