Impact Evaluation of Customer Knowledge Process on Customer Knowledge Acquisition: A Quantitative Study in Jordanian Banking Sector

This paper examines how Jordanian banks use the Customer 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 165 respondents, drawn randomly from six banks. The results showed that the six selected factors (Need for Customer Knowledge, Identify Source of Customer Knowledge, Verify Source of Customer Knowledge, Capture of Customer Knowledge, Apply of Knowledge about Customer, and Verify of Knowledge about Customer) have a significant impact on customer knowledge acquisition. On the other hand, the (Analysis of Customer Knowledge) is not a significant impact on customer knowledge acquisition in Jordanian banks. For this reason, the purpose of this paper is to study how Jordanian Banks use the Customer Knowledge process to support Customer Knowledge Acquisition. The empirical findings will certainly help both researchers and practitioners in future customer knowledge process, and Customer Knowledge Acquisition research.