KNOWLEDGE STORAGE AND RETREIVAL PROCESSES TOWARDS CUSTOMER PERCEPTION: A THAI COMPANY CASE STUDY

Abstract

This study has analyzed the knowledge storage and retrieval processes towards customer perception within the Siam United Steel (1995) Co.,Ltd. The research utilizes the qualitative approach using the in-depth interview. Marketing and Customer Service department of the company has been chosen as an example for the department of Thai company that has been implementing the knowledge storage and retrieval processes within the company. Executives and customers of the company were interview to reflect the information and responses from the process. This study has shown that the customers have realized about the knowledge storage and retrieval processes within the company. Especially, the claims for material defects have been delay due to multiple approvals of managers. Since company has been implement SAP system, they will be able to adjust it to reduce the time of approval by utilizing knowledge storage and retrieval processes within their system. This adjustment will increase customer satisfaction by improving a better perception of customer towards the company’s system. It will lead to a better brand image and brand loyalty which will lead to higher profits of the company. KEY WORDS: Knowledge Management/ Storage and retrieval processes/ IT Implementation/ Customer perception/ Brand