Management and Educational Perspective

Analysis of Customer Experience and Its Feedback on Knowledge Management within the Intellectual Capital Framework and Its Implications for Improving Organizational Performance at Islamic Azad University

Articles in Press

Document Type : Original Article (Mixed)

Authors

Fatemeh Javaheri 1
Behrouz Tahmaseb Kazemi 2
Mahmoud Ahmadi Sharif 3
Arezoo Ahmadi Danyali 1

1 Department of Business Management, ShQ.C., Islamic Azad University, Shahr-e Qods, Iran.

2 Department of Industrial Management, Invited Member Tehran Center, Islamic Azad University, Tehran, Iran

3 Department of Business Management, ShQ.C., Islamic Azad University, Shahr-e Qods, Iran

10.22034/jmep.2026.579010.1641
Abstract
The purpose of this research is to analyze customer experience and its feedback on knowledge management within the framework of the intellectual capital school of thought, and its implications for improving organizational performance in the Islamic Azad University. In terms of purpose, this research is applied, and in terms of implementation, it is mixed-methods (qualitative-quantitative), with a descriptive-analytical nature. The statistical population in the qualitative section comprises 16 professors and experts in the fields of higher education and knowledge management at the Islamic Azad University, selected through purposive and snowball sampling methods; the quantitative population consists of 384 students of the Islamic Azad University, Tehran Province. Data collection instruments included semi-structured interviews and questionnaires. For data analysis, Colaizzi’s descriptive phenomenological method and MAXQDA software were used in the qualitative section, while PLS was employed in the quantitative section. The results indicate that Generation X prefers traditional and face-to-face methods, Generation Y is more adaptable to blended methods, and Generation Z pays more attention to technology and online education. The feedback analysis revealed that customer experience plays a key role in improving knowledge management processes and developing the organization’s intellectual capital, which directly enhances the university’s organizational performance. The findings emphasize the necessity of designing flexible curricula tailored to the characteristics of each generation, and leveraging customer experience to improve knowledge management and organizational performance.

Keywords

Customer Experience
Knowledge Management
Intellectual Capital
Organizational Performance
Curriculum Design
Subjects
Management and Educational Perspective

Articles in Press, Accepted Manuscript
Available Online from 11 March 2027

  • Receive Date 18 April 2026
  • Revise Date 19 September 2026
  • Accept Date 01 November 2026

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