Customer Knowledge Management Framework for SME Herbal Cosmetics Using Social Media Strategy

Abstract

The small and medium sized enterprises (SMEs) in the north of Thailand lack the knowledge of marketing and selling products online to China. This paper aims at designing a framework using customer knowledge management (CKM) based on social media strategy so as to improve customer experiences. With the use of text mining and Kano model analysis in supporting knowledge management process, knowledge-About and knowledge-from customers can be extracted the output of the study is a prototype of social media application so that knowledge-for customers is generated and delivered to the target customer of the SMEs.