Modeling the impact of customer knowledge management on the marketing innovation of Algeria Telecom - Mobilis

Abstract

This study aims to model the effect of customer knowledge management in activating the marketing innovation process from the customers' point of view in the Algerian Telecom Company Mobilis, using SEM modeling, as the questionnaire was used as a main tool for collecting information, and the distribution process was limited to a simple random sample method so that it reached The study sample was enumerated (325), and the data received was analyzed using the Statistical Package (Spss) version 25 program and the Amos version 24 program, and the results of the study showed the good conformity of the constructive model reached with a significant impact of the customer knowledge management on the marketing innovation in the institution under study despite There are some differences in the extent to which the customer knowledge management dimensions affect marketing innovation, The knowledge of customer had a strong positive impact on marketing innovation