Enhancing customer satisfaction through management of customer knowledge : case of Saudi food industry

![CDATA[As the first stage of a larger research project, this study provides research questions, overview of the literature, theoretical framework, and planned research methodology for investigating ways of enhancing customer satisfaction in Saudi food industry. The study argues that effective utilisation of the existing CRM data asset will play a vital role in enhancing the competitiveness of Saudi’s domestic food industry which currently facing strong competitive forces from imported goods. The study adopts an objectivist epistemology, positivist research paradigm, and a mixed data collection and analysis method including semi-structured and structured interviews, survey questionnaire, and document review methods. Results of the study are expected to provide insights for identifying methods of enhancing customer satisfaction through appropriate and effective management of existing customers’ knowledge within the industry. The unit of analysis is individual companies in Saudi food industry.]]