Designing a Customer-Oriented Decision-Making Framework Based on Information Technology and Customer Knowledge Management: A Case Study of Pegah Dairy Industries Company (Iran Dairy Industries)
Keywords:
Customer Knowledge Management, Customer Knowledge Management System Performance Improvement, Customer-Centric Decisions, Dairy Companies, Information TechnologyAbstract
Integration of Information Technology and Customer Knowledge Management enables the transformation of massive data into strategic insights, facilitating precise and personalized decision-making based on real market needs. This intelligent approach enhances customer experience, ensures rapid responsiveness to changes in consumer behavior, reduces decision-making risk, and fosters sustainable loyalty and long-term competitive advantage. The present study aims to design a customer-centric decision-making framework integrating Information Technology and Customer Knowledge Management (CKM) in the dairy sector, using Pegah Dairy Industries of Iran as the case example. This research gathered insights from 15 senior management experts (with a minimum of 15 years of experience) at Pegah Dairy Industries Company to inform Interpretive Structural Modeling (ISM). Utilizing the ISM approach, a model was developed to improve Customer Knowledge Management (CKM) system performance by leveraging Information Technology. Using Interpretive Structural Modeling (ISM), the exploratory model revealed that the key factors for enhancing the customer-centric Customer Knowledge Management system performance, including increased productivity, improved innovation, and enhanced service quality, are situated at the primary level. These factors represent the most influential elements within the model. Situated at the second level are the Information Technology (IT) software and hardware components supporting customer-centric decisions. These include: IT software such as Customer Relationship Management (CRM) systems, Artificial Intelligence (AI) and Machine Learning (ML) platforms, Knowledge Management software, Project Management tools, and mobile applications; and IT hardware encompassing powerful servers, network storage, networking infrastructure, security hardware, and backup storage devices. The factors at this level influence the higher-level factors and are influenced by the lower-level factors. Furthermore, the Information Technology (IT) challenges for customer-centric decisions—comprising technological limitations, technology adoption barriers, information filtering, high costs, and misalignment with business objectives—are positioned at the third level.
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Copyright (c) 2026 Reza Kazemi Imenabadi (Author); Mansour Esmaeilpour; Alireza Esfandyari Moghadam, Mehrdad Mohammadzadeh Alamdari (Author)
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