The Mediating Role of Dynamic Marketing Capabilities in the Relationship between Customers Knowledge Management Dimensions and Small Service Projects’ Success: A Field Study

Document Type : Original Article

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Business Administration Department -Faculty of Commerce -Tanta University

Abstract

This study aimed at measuring the impact of customers knowledge management (CKM) dimensions (knowledge from customers - knowledge about customers- knowledge for customers) on success of SMEs in addition to analyzing the mediating role of dynamic marketing capabilities (DMCs) (developing new products- brand management – market sensing and opportunites exploiting – customers relationship management). The questionnaire was utilized to collect data from a random sample of 273 owners of SMEs at Gharbia Governorate.
The study depended on the descriptive analytical method .Data was analyzed by statistical programs (SPSS.17&AMOS.20). The results showed that CKM dimensions and DMCs positively affect SME success. Moreover, the study reavealed that CKM dimensions significantly positively affect DMCs. DMCs played a significant mediating role in the relationship between CKM dimensions and SME success.

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