Methodology Importance of Knowledge Management in Establishing Organization Strategy: Study on Saudi Arabian Airlines HR Division, Jeddah

www.ccsenet.orgijbm International Journal of Business and Management Vol. 11, No. 3; 2016 238 5 Al-Sharfa study, Salwa: “Master about the role of knowledge management and information technology in achieving competitive benefits in the existing banks in Gaza” This study was aimed at determining the role of knowledge management and IT in achieving competitive benefits in the existing banks in Gaza. An analytical descriptive approach was applied in this study, and a questionnaire was distributed to all general managers and heads of divisions in the related banks. The sample consisted of 174 employees. The following results were found in this study: -The existing banks in Gaza used a knowledge management system in all units and divisions. They used communication and IT systems, as well as the skills and experiences of human beings and their knowledge about development and renaissance to attain adequate connection with the surroundings. In addition, they used this knowledge to realize development aided by advanced technology and information. -A separate regulative unit or special division for managing knowledge and IT was not present in any of the banks in Gaza. However, knowledge management and IT systems were operational in the banks. This study included the following recommendations: -The awareness and understanding of bank officials about hard challenges, continuous obstacles, and intensive competition they are expected to face in Gaza both presently and in the future should be increased. -Bank officials in Gaza should pay more attention to knowledge management; moreover, they should work toward establishing a definite administrative framework to manage knowledge and IT. 6 Boaacha study, Mubarak and Bin Mansour Lelia: “A research of knowledge management as a modern administrative attitude in the age of globalization” This study was aimed at identifying the elements of knowledge management and its importance. An analytical descriptive approach was employed in this study. The following results were obtained: -Knowledge management is necessary for the stability of organizations and also maintains their competitive strength. Therefore, knowledge management is essential for organizations in order to regulate, use, maintain, and develop the abilities of their employees. -Knowledge management is a necessary strategy rather than an optional one among other strategies that an organization employs owing to rapid changes in the information field where the existence of knowledge management affords a significant advantage. Without knowledge, no organization can continue and survive. The following recommendations were made in this study: -Modern organizations should review their traditional functions in a knowledge frame. In other words, there should be a new job called “knowledge management job.” -Organizations should provide knowledge on a wider basis. This means that data, information, and knowledge systems should be developed to enable employees to use them. Moreover, systems that facilitate acquiring knowledge and identifying its sources should be developed. -A supportive technical infrastructure for knowledge management processes should be provided. -Higher administrators in organizations should pay more attention to knowledge management in order to improve HR efficiency and general performance level.

2. Methodology

A descriptive method was used in this study. This method is one of the most important methods and the most frequently used in researches; therefore, it was the most suitable for this study. This method can be used to describe and explain facts and define real circumstances, as well as to define common and prevailing practices. It is a method that can be used to describe and explain a particular phenomenon. The study sample consisted of HR employees working in Saudia, Jeddah, in the year 1435 AH2014 AD. 2.1 Study Sampling The study sample consisted of 55 employees from the HR division in Saudia, Jeddah, in the year 1435 AH2014 AD. They were the ones who received a questionnaire, 60 of which were distributed. The questionnaire was used as a tool in this study for collecting relevant data and information because of its nature regarding its targets, methodology, and community. This tool was prepared on the basis of on the following factors: 1 The theoretical part in the subject of knowledge management in defining organization strategies. www.ccsen 2 Studies 2.1.1 Stage The const literature a First step: organizatio Second ste as follows 1 Establis 2 The con 3 Knowle 4 The con Third step study samp 2.1.2 Auth Cronbach’ consisted o reached 0 collection. generalizin Table 1. C Axis HR division Concept of Knowledge Concept of net.orgijbm used in the fie es of Question truction of the as follows: defining the t onal strategies ep: defining th : shing the HR d ncept of knowl edge managem ncept of knowl : distributing t ple 60 employ henticity of Da ’s alpha was u of 16 employe .937, as show . Depending on ng the results w ronbach’s alph n in Saudia work o f knowledge mana e management ope f organizing and es C an k H Intern eld of knowled nnaire Building e study tool in arget of the stu . he measuremen division in Sau ledge managem ment operations ledge organiza the questionna yees in the HR ta Collection T used for estim ees, equal to 20 wn in Table 1. n the results, th were determin ha on gement regarding erations stimating knowled Concept of organi nd estima knowledge concer HR employees F national Journal dge manageme g nvolved sever udy tool, i.e., m nt aspects of th udia ment concernin s ation in additio aire in its final R sector in Jedd Tool mating the cons 0 of the total This result c he practical im ed. HR employees dge concerning HR Knowledg managem operations izing ating rning Figure 1. Cronb l of Business and 239 ent. ral steps to m measuring the he study tool b ng HR employ on to its evalua state. The que dah. sistency coeffi l study sample confirmed the mplications of t R employees Conc know mana regar empl ge ment s bach’s alpha c d Management make it field-r impact of kno by dividing the yees ation regarding estionnaire in ficient by appl . Cronbach’s a reliability of the statistical a HR Sau cept of wledge agement rding HR loyees coefficient eady by revie owledge mana e study tool in g HR employee its final state i lying it to a ra alpha was estim f the research analysis of dat Cronbachs 0.959 0.910 0.957 0.954 R division in udia work on Vol. 11, No. 3; ewing the rese agement in def nto four dimen es is distributed t andom sample mated by SPSS tool used for ta and the abili s alpha 2016 earch fining sions to the e that S that data ity of www.ccsenet.orgijbm International Journal of Business and Management Vol. 11, No. 3; 2016 240 Moreover, for defining the attitudes of individuals while answering the questions of the main study, every answer was provided a weight and an extent as shown in the following table: Table 2. Statistical Categories Weight Value of weighted mean Totally disagree 1 1–1.80 Disagree 2 1.80–2.60 Fairly agree 3 2.60–3.40 Agree 4 3.40–4.20 Totally agree 5 4.20–5 For defining the categories to which an individual belonged, the level of acceptance and prevailing opinion for every statement was defined according to the value of the weighted mean of sample answers as follows: Table 3. Different percentages, repetitions, arithmetic means, and standard deviations of the axis work of HR division in Saudia Serial number Agreement level The Standard deviation Mean Totally disagree Disagree Fairly agree Agree Totally agree Statement T T T T T 3 Fairly agree 1.16 3.25 18.2 10 23.6 13 27.3 15 27.3 15 3.6 2 Giving opinions toward knowledge issues 7 Fairly agree 1.31 3.00 20.0 11 10.9 6 30.9 17 25.5 14 12.7 7 Providing a suitable budget to support knowledge projects 4 Fairly agree 1.18 3.15 9.1 5 18.2 10 38.2 21 18.2 10 16.4 9 A system trying to avoid rules and regulations that hinder the application of knowledge management 2 Fairly agree 1.02 3.25 3.6 2 18.2 10 40.0 22 25.5 14 12.7 7 A system verifying most of the procedures for applying knowledge management operations 1 Agree 1.18 3.47 5.5 3 18.2 10 21.8 12 32.7 18 21.8 12 A system trying to encourage users to imitate best practices of other organizations 5 Fairly agree 1.33 3.15 14.5 8 14.5 8 34.5 19 14.5 8 21.8 12 A system trying to provide users with suitable information about knowledge management during training 6 Fairly agree 1.43 3.05 16.4 9 21.8 12 29.1 16 5.5 3 27.3 15 A system trying to effectively encourage users to participate with other users in decision-making operations Average mean: 3.19; Fairly agree Table 3 shows the percentages, repetitions, arithmetic means, and standard deviations of the HR division axis in www.ccsen Saudia. O participant The statem that the s correspond a suitable opinion wa Giv opi tow kno issu Table 4. D knowledge Statement The term k management intensively tr Knowledge management considered information management A strategy is applying k management Giving a pr net.orgijbm On the basis o ts fairly agree ments were reg statement “A ds to the highe budget to sup as “fairly agre Pr su bu su kn pro ving inions ward owledge ues Figure 2. Arith Different perc e management Tota agre T knowledge is ransferred 4 is 6 s made for knowledge 7 riority for Intern of the average with the statem gressively arran system trying est mean 3.47 pport knowled e.” A tryin rules regu that appl know man roviding a uitable udget to upport nowledge ojects hmetic means centages, repet t of HR employ Agree ally ee T 20 11 25 14 7.3 2 12 10.9 20 11 12.7 national Journal e arithmetic m ments of this a nged on the ba g to encourag and the preva dge projects” c A tryi effe prov poli proc the of man ope system ng to avoid s and ulations hinder the lication of wledge nagement and standard d titions, arithm yees Fairly agree T 32.7 18 0.0 49.1 27 5.5 32.7 18 1.8 21.8 12 0.0 l of Business and 241 mean that rea axis. asis of the arit ge users to im ailing opinion corresponds to A try enc use im pra oth org system ng to ectively vide icies and cedures for application nagement erations deviations for a metic means, a T d Disagree T T 9 30.9 17 5 9.1 5 4 27.3 15 5 36.4 20 d Management ached 3.19, it thmetic mean f mitate best pr was “agree.” F o the smallest A tr pr us su in system ying to courage ers to mitate tbest actices of her ganizations axis work of H and standard Mean Totally disagree T 2.57 16.4 3.13 9.1 3.02 7.3 2.91 9.1 t was conclud for every state ractices of ot Further, the sta mean 3.00 A to enc to wit in dec ope A system rying to rovide sers with uitable nformation HR division in deviations for The Standard deviation n 0.99 1.00 1.11 1.21 Vol. 11, No. 3; ded that the s ement. It was f ther organizati atement “Prov and the preva system trying effectively courage users participate th other users cision-making erations n Saudia r axis concep Se nu Agreement level 5 Disagree 2 Fairly agree 3 Fairly agree 4 Fairly 2016 study found ions” iding ailing pt of erial umber www.ccsen applying k management operations Directors be the succ knowledge management on orga culture Table 4 s knowledge it was conc The statem “Directors this order manageme prevailing 4 3.5 3 2.5 2 1.5 1 0.5 Direct the knowl manag on culture Figure 3. net.orgijbm knowledge 11 elieve that ess of depends anizational Ave shows the per e management cluded that the ments were reg s believe that t with a mean ent is consider opinion of “di tors believe that success of ledge gement depends organizational e Percentages, r Intern 30 17 20.0 erage mean: 3.02; rcentages, rep t concept conce e study particip gressively arra the success of n of 3.45 and red informatio isagree.” t f s l Giving a prio applying kno management operations repetitions, ari national Journal 32.7 18 0.9 Fairly agree etitions, arithm erning the HR pants fairly agr anged on the b f knowledge m d a prevailing on managemen ority for owledge A strate for knowle manage ithmetic mean concept conce l of Business and 242 5 7.3 4 metic means, R division. On t ree with the st asis of the arit management d g opinion of nt” was at the egy is made applying edge ement Kn is inf s, and standard erning HR emp d Management 3.45 9.1 and standard the basis of the tatements of th thmetic means depends on org “agree.” Furt e end of the o nowledge manage consi formation manage d deviations fo ployees 1.17 d deviations o e average mea his axis. s. It was found ganizational cu ther, the state order with a m ement idered ement The te managem intensive or axis knowle Vol. 11, No. 3; agree 1 Agree of the axis o an that reached d that the state ulture” was fir ement “Knowl mean of 2.57 a erm knowledge ment is ely transferred edge managem 2016 f the 3.02, ment rst in ledge and a ment www.ccsenet.orgijbm International Journal of Business and Management Vol. 11, No. 3; 2016 243 Table 5. Different percentages, repetitions, arithmetic means, and standard deviations for axis knowledge management operations Serial number Agreement level The Standard deviation Mean Totally disagree Disagree Fairly agree Agree Totally agree Statement T T T T T 1 Agree 1.20 3.84 3.6 2 12.7 7 20.0 11 23.6 13 40.0 22 Supporting good and creative ideas for developing competitive advantage 3 Agree 1.17 3.69 3,6 2 12.7 7 27.3 15 23.6 13 40.0 18 Participating its management with information 4 Agree 1.10 3.60 3.6 2 14.5 8 21.8 12 38.2 21 21.8 12 Turning tacit knowledge into explicit one 6 Fairly agree 1.40 3.31 9.1 5 30.9 17 7.3 4 25.5 14 27.3 15 Setting a suitable budget for supporting knowledge management projects 5 Agree 1.24 3.45 3.6 2 25.5 14 20.0 11 23.6 13 27.3 15 Trying to develop knowledge assets 2 Agree 1.15 3.78 3.6 2 12.7 7 18.2 10 32.7 18 32.7 18 Spreading culture of individual and collective initiative among employees Average mean: 3.61; Agree Table 5 shows the percentages, repetitions, arithmetic means, and standard deviations for the axis of knowledge management operations. On the basis of the average mean that reached 3.61, it was concluded that the study participants agree with the statements of this axis. The statements were regressively arranged on the basis of arithmetic means. It was found that the statement “Supporting good and creative ideas for developing competitive advantage” corresponded to the highest mean 3.84 and a prevailing opinion of “agree.” Further, the statement “Setting a suitable budget for supporting knowledge management projects” corresponded to the lowest mean 3.31 and a prevailing opinion of “fairly agree.” www.ccsen Figure Table 6. D organizing Statement Providing an IT system Trying to knowledge a Organizing categorizing knowledge a it for easy and grouping Giving reg limited expla information Defining hig of all coeffici Designing doing a job knowledge in net.orgijbm Standard deviation Arithmetic mean 4. Different pe Different perc g and estimatin Tot agr T 17 n effective 9 estimate ssets 21 and available and storing collection g 15 gular and anations on 12 gher levels ients 17 levels of b based on ntegrity Av Intern 4 3.5 3 2.5 2 1.5 1 0.5 Supporting good and creative ideas for developing competitive advantage. 1.2 3.84 c ercentages, rep centages, repet ng knowledge r Agree tally ree T 4 22 30.9 4 27 16.4 3 19 38.2 4 25 27.3 4 24 21.8 2 16 30.9 erage mean: 3.81; national Journal Participating its management with information 1.17 3.69 petitions, arithm managem titions, arithm regarding HR Fairly agree T 18.2 10 40.0 21.8 12 49.1 21.8 12 34.5 18.2 10 45.5 25.5 14 43.6 25.5 14 29.1 ; Agree l of Business and 244 Se su bu su kn m pr Turning tacit knowledge into explicit one 1.4 1.1 3. 3.6 metic means, a ment operation metic means, a employees T d Disagree T T 3 5.5 3 2 9.1 5 2 1.8 1 2 5.5 3 2 5.5 3 2 10.9 6 d Management Try dev kno asse etting a uitable udget for upporting nowledge anagement rojects 1.24 4 3.45 31 and standard d ns and standard Mean Totally disagree T 3.85 5.5 3.65 3,6 4.02 3.6 3.87 3.6 3.75 3.6 3.73 3.6 Spread culture individ and collect initiati among employ ying to velop owledge ets 1.15 4 3.78 5 deviations for a deviations for The Standard deviation 1.10 0.99 1.01 1.00 0.99 1.13 Vol. 11, No. 3; ding e of dual tive ive g yees axis knowledg r axis concep Se nu Agreement level 3 Agree 6 Agree 1 Agree 2 Agree 4 Agree 5 Agree 2016 ge pt of erial umber www.ccsen Table 6 sh organizing On the bas statements The statem “Organizin to highest knowledge 4 3.5 3 2.5 2 1.5 1 0.5 De doi kno Figure 5. Table 7. R HR division Knowledge regarding HR Knowledge operations Concept o estimating k HR employee Table 7 sh net.orgijbm ows percentag g and estimatin sis of the aver s of the axis. ments were re ng and categor t mean 4.02 e assets” corre 5 5 5 5 esigning levels ing a job based o owledge integrity Arithmetic m Relation betwee in Saudia work on management con R employees managem of organizing knowledge regar es hows the relati Intern ges, repetitions ng knowledge r rage mean that gressively arra rizing availabl with a prev sponded to the Defining higher level of al coefficients of on eans and stand en study axes HR divis Saudia w n 1 ncept ment and rding ions between t national Journal s, arithmetic m regarding HR t reached 3.81 anged on the e knowledge a vailing opinio e lowest mean Giving regular and limited explanations on information ls ll dards deviation regarding sion in work on Knowle manage concept HR emp 0.891 1 the study axes l of Business and 245 means, and stan employees. , it was conclu basis of arith and storing it f n of “agree.” 3.65 with a p Organizing a categorizing available knowledge a storing it f easy collecti and grouping ns for axis con g HR employe edge ement t regarding ployees K m o 1 s. On the basi d Management ndard deviation uded that the hmetic means. for easy collec ” Further, the prevailing opin Trying estimate knowledge assets and and for ion ncept of organ ees Knowledge management operations 0.797 1 s of correlatio ns for the axis, study participa It was found tion and group statement “T nion of “agree Providin IT system to izing and estim Concept estimating HR employe 0.584 0.588 0.594 1 on values, we Vol. 11, No. 3; i.e., the conce ants agree wit that the state ping” correspo Trying to esti e.” ng an effective m mating knowle of organizing knowledge reg ees find that there 2016 ept of h the ment onded imate edge and arding e is a www.ccsenet.orgijbm International Journal of Business and Management Vol. 11, No. 3; 2016 246 relation among the different study axes at a statistical level 0.01.

3. Results