TY - JOUR
T1 - AI and digitalization in relationship management
T2 - Impact of adopting AI-embedded CRM system
AU - Chatterjee, Sheshadri
AU - Chaudhuri, Ranjan
AU - Vrontis, Demetris
N1 - Funding Information:
None.
Publisher Copyright:
© 2022 Elsevier Inc.
PY - 2022/11
Y1 - 2022/11
N2 - The purpose of this study is to determine the impact of adopting a artificial intelligence-embedded customer relationship management (CRM) system for business-to-business relationship management. After reviewing the literature and considering the theory, a conceptual model was developed. The model was validated using the PLS-SEM technique with 312 responses from 14 firms in the B2B context. The study finds that an AI-embedded CRM system has a significant positive impact towards B2B relationship satisfaction and firm performance. Also, the study highlights that there is a negative impact of the moderator ‘technology turbulence’ on the relations of ‘automated decision making’ and ‘operational efficiency’ with ‘B2B relationship satisfaction’, whereas there is a positive impact of moderator ‘leadership support’ on ‘B2B relationship satisfaction’ and ‘firm performance’. There is presently no study on the impact of AI-CRM in the B2B context. Also, the study contributes to the existing literature by incorporating the moderator impact of ‘technology turbulence’ and ‘leadership support’ in the context of AI-embedded CRM systems for B2B relationship management.
AB - The purpose of this study is to determine the impact of adopting a artificial intelligence-embedded customer relationship management (CRM) system for business-to-business relationship management. After reviewing the literature and considering the theory, a conceptual model was developed. The model was validated using the PLS-SEM technique with 312 responses from 14 firms in the B2B context. The study finds that an AI-embedded CRM system has a significant positive impact towards B2B relationship satisfaction and firm performance. Also, the study highlights that there is a negative impact of the moderator ‘technology turbulence’ on the relations of ‘automated decision making’ and ‘operational efficiency’ with ‘B2B relationship satisfaction’, whereas there is a positive impact of moderator ‘leadership support’ on ‘B2B relationship satisfaction’ and ‘firm performance’. There is presently no study on the impact of AI-CRM in the B2B context. Also, the study contributes to the existing literature by incorporating the moderator impact of ‘technology turbulence’ and ‘leadership support’ in the context of AI-embedded CRM systems for B2B relationship management.
KW - AI
KW - B2B relationship
KW - CRM
KW - Leadership support
KW - Technology turbulence
UR - http://www.scopus.com/inward/record.url?scp=85132736557&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2022.06.033
DO - 10.1016/j.jbusres.2022.06.033
M3 - Article
AN - SCOPUS:85132736557
SN - 0148-2963
VL - 150
SP - 437
EP - 450
JO - Journal of Business Research
JF - Journal of Business Research
ER -