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

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  • Chatterjee, Sheshadri
  • Chaudhuri, Ranjan
  • Vrontis, Demetris

Abstract

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.

Suggested Citation

  • Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "AI and digitalization in relationship management: Impact of adopting AI-embedded CRM system," Journal of Business Research, Elsevier, vol. 150(C), pages 437-450.
    • Handle: RePEc:eee:jbrese:v:150:y:2022:i:c:p:437-450
    DOI: 10.1016/j.jbusres.2022.06.033
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    4. Daniela Ioniță & Andreea Orîndaru & Marian Bratu, 2022. "CRM Software Adoption by Small Enterprises," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 189-199, November.

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