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

Ziemba, Ewa and Mullins, Roisin (2016) Identifying more about customers: the phenomenon of the switch to the knowledge exchange. The Online Journal of Applied Knowledge Management, 4 (1). pp. 165-179. ISSN 2325-4688

Mullins, Roisin and Ziemba, Ewa (2016)Identifying more about customers.pdf - Accepted Version
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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.

Item Type: Article
Uncontrolled Keywords: Customer knowledge management systems Customer stratification framework
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Institutes and Academies > Institute of Management and Health > Business, Finance and Management
Depositing User: Roisin Mullins
Date Deposited: 21 Jul 2016 07:55
Last Modified: 18 Jan 2023 10:34

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