Examining The Relationship Between Customer Knowledge Management and Marketing Agility: An Applied Study on The Household Appliance Industry in Egyp
El-Subbaugh, P., Ameen, M., Radwan, D., Habib, D. (2025). Examining The Relationship Between Customer Knowledge Management and Marketing Agility: An Applied Study on The Household Appliance Industry in Egyp. EKB Journal Management System, 4(15), 1301-1338. doi: 10.21608/rijcs.2025.370040.1294
Prof. Dr. Shawky Mohamed El-Subbaugh; Mariam Ahmed Salah Eldeen Ameen; Dr. Alaa Farag Radwan; Dr. Eman Hamdy Mohamed Habib. "Examining The Relationship Between Customer Knowledge Management and Marketing Agility: An Applied Study on The Household Appliance Industry in Egyp". EKB Journal Management System, 4, 15, 2025, 1301-1338. doi: 10.21608/rijcs.2025.370040.1294
El-Subbaugh, P., Ameen, M., Radwan, D., Habib, D. (2025). 'Examining The Relationship Between Customer Knowledge Management and Marketing Agility: An Applied Study on The Household Appliance Industry in Egyp', EKB Journal Management System, 4(15), pp. 1301-1338. doi: 10.21608/rijcs.2025.370040.1294
El-Subbaugh, P., Ameen, M., Radwan, D., Habib, D. Examining The Relationship Between Customer Knowledge Management and Marketing Agility: An Applied Study on The Household Appliance Industry in Egyp. EKB Journal Management System, 2025; 4(15): 1301-1338. doi: 10.21608/rijcs.2025.370040.1294

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
Volume 4, Issue 15, October 2025, Pages 1301-1338    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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