Customer knowledge discovery from data for customer relationship management: concept positioning and scale development

Bearing on Trabelsi and Akrout's (2022) adaptation of the concept knowledge discovery in data: KDD to customer data, this paper proposes to position the adapted concept of 'customer knowledge discovery from data for customer relationship management (CRM) ', 'CKDD for CRM' within the knowledge management, business intelligence and customer relationship management literatures. The authors propose that CKDD for CRM is at the centre of conceptual tangle in the literature, as it was associated with concepts like 'customer information use', 'customer knowledge creation' and 'analytical CRM'. The paper also proposes a new CKDD for CRM measurement scale. The scale development process followed Churchill's (1979) and Mckenzie et al's (2011) recommendations. The exploratory and confirmatory factor analyses were conducted on a survey dataset of 172 Tunisian companies. The authors propose a new valid 5-item multi-dimensional scale to measure CKDD for CRM.