AI and digitalization in relationship management: Impact of adopting AI-embedded CRM system

Sheshadri Chatterjee, Ranjan Chaudhuri, Demetris Vrontis

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)437-450
Number of pages14
JournalJournal of Business Research
Publication statusPublished - Nov 2022


  • AI
  • B2B relationship
  • CRM
  • Leadership support
  • Technology turbulence


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