The aim of this paper is to determine the influence of IT-based and personal interaction-based knowledge management (KM) practices on organizational learning (OL) and on relative customer value performance (i.e. performance against competitors), and to analyse the moderating role of technology level in these relationships. To test the above, we have used survey data from 180 Spanish companies and we have verified research hypotheses by means of structural equation modelling (SEM) based on partial least squares (PLS) using SmartPLS 3.2.7 software. The results demonstrate that technology level moderates the relationship between KM approaches, OL and relative customer value performance. Spanish low-tech firms base all their OL and customer value generation on personal interaction-based KM approaches, while high-tech firms show a more balanced combination of KM practices. To the best of our knowledge, there are not previous studies that compare the relevance of IT-based and personal interaction-based KM practices when it comes to enhancing OL and customer value, and neither those that consider technology intensity as a key contingent variable that could affect the effectiveness of different types of KM practices. The results obtained show managers how to shape their KM practices to promote OL and subsequent customer value depending on the technological context in which they operate.