Volume 4, 2016: Issue 1

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Identifying more about customers: the phenomenon of the switch to the knowledge exchange


Ewa Ziemba, University of Economics in Katowice, Poland
Roisin Mullins, University of Wales Trinity Saint David, Great Britain


The purpose of this study is to explore how the customer knowledge management systems support business follow-up of customer reviews and discussion using social media, and propose a customer stratification framework. The survey methodology was used to collect the data utilized in answering the research questions and based on the analysis and logical deduction, a conceptual customer stratification framework was proposed. This framework explains the stages required by a business to observe customers social media discussions starting with validation where business should aim to better understand how customers map themselves onto other customer experiences. Secondly, the reinforcement stage is where business should explore how the customer is better informed to make choices from the customer’s discussions. Finally, through the contradiction stage the business should recognise the value placed to explore where they are weak and have a means to correct these areas.


Customer knowledge, social media, customer knowledge management, knowledge about customer, knowledge from customers




Research paper


The Online Journal of Applied Knowledge Management (OJAKM), ISSN: 2325-4688


International Institute for Applied Knowledge Management (IIAKM)