Examining The Relationship Between Customer Knowledge Management and Marketing Agility: An Applied Study on The Household Appliance Industry in Egyp | ||
| مجلة راية الدولية للعلوم التجارية | ||
| Articles in Press, Accepted Manuscript, Available Online from 10 October 2025 PDF (553.4 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/rijcs.2025.370040.1294 | ||
| Authors | ||
| Prof. Dr. Shawky Mohamed El-Subbaugh* 1; Mariam Ahmed Salah Eldeen Ameen* 2; Dr. Alaa Farag Radwan* 3; Dr. Eman Hamdy Mohamed Habib* 4 | ||
| 1Professor of Business Administration, Faculty of Commerce, Menoufia University | ||
| 2Demonstrator at the Business Administration Dept., Faculty of Commerce, Menoufia University | ||
| 3Associate Professor of Business Administration, Faculty of Commerce, Menoufia University | ||
| 4Lecturer of Business Administration, Faculty of Commerce, Menoufia University | ||
| Abstract | ||
| Purpose—In today's dynamic business environment, Marketing Agility has become a prerequisite for organizations’ survival and success, particularly in dynamic and highly competitive industries such as household appliances. This research examines the relationship between Customer Knowledge Management and Marketing Agility within the household appliance industry in Egypt. It seeks to provide insights into how effective customer knowledge management—knowledge acquisition, utilization, and dissemination— strengthens a corporation’s ability to respond swiftly and effectively to dynamic market conditions. Design/Methodology/Approach—Based on the quantitative approach, this research employs a survey strategy to collect quantifiable data from 274 marketing personnel working in marketing departments of household appliance corporations in Egypt. Data analysis is performed using SPSS (version 23.0) software. Findings—The findings reveal a significant and strongly positive relationship between Customer Knowledge Management and Marketing Agility, with Customer Knowledge Acquisition exerting the most substantial impact on Marketing Agility. Originality/Value— This research provides valuable insights that contribute to academic research and managerial practices by emphasizing the importance of Customer Knowledge Management as a strategic enabler of agile marketing within the context of the household appliance industry in Egypt. | ||
| Keywords | ||
| Customer Knowledge Management; Marketing Agility; Household Appliance Industry; Egypt | ||
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