The interaction between social media, knowledge management and service quality: A decision tree analysis

The existing literature fails to identify to which extent the utilization of social media could be relevant for increasing the effectiveness of knowledge management, in respect to overall business operations. In order to shed some light on this area we define three goals. Firstly, we investigate to what extent the different activities of clients on social media (SM), are important to the processes of knowledge management (KM) in companies. Secondly, we examine to what extent KM functions can be relevant in attaining the quality of IT services. Thirdly, we analyze to what extent KM mediates between SM and the quality of IT services, that is, which client activities on SM should be formalised in the form of KM processes so as to influence the quality of IT services. In order to asses these goals, the decision tree method was used at the sample of B2B companies, more specifically at the sample of those companies offering Knowledge Intensive Business Services (KIBS). The study has shown that: (i) SM client activities have the largest importance for building efficient KM; (ii) KM functions are relevante to the overall quality of IT services, and (iii) those SM options and activities have been identified, whose importance for the assessment of the quality of IT services is indirectly transmitted through KM. This paper offers new empirical evidence which can lead to a better understanding of the role of KM in KIBS. Thanks to the obtained findings, managers will be able to define the goals of their companies in relation to the utilization of SM, more specifically: their presentation on SM, monitoring the outcomes of the SM, usage improving their KM practices and, thus, define strategies to increase the quality of the IT services they offer.