IDEAS home Printed from https://ideas.repec.org/a/eee/tefoso/v168y2021ics0040162521002158.html
   My bibliography  Save this article

Adoption of artificial intelligence-integrated CRM systems in agile organizations in India

Author

Listed:
  • Chatterjee, Sheshadri
  • Chaudhuri, Ranjan
  • Vrontis, Demetris
  • Thrassou, Alkis
  • Ghosh, Soumya Kanti

Abstract

Artificial intelligence integrated with customer relationship management (CRM) systems has revolutionized organizations’ means of analyzing their huge volumes of customer data. To effectively respond to and manage the opportunities and challenges that arise from this, organizations are developing competencies and processes that evolve their agility, fine-tuning them to the artificial intelligence customer service system (AICS) and wider digitalization setting. In this context, this study identifies the factors impacting the adoption of an AI-integrated CRM system (AICS) in agile organizations as a part of their digitalization strategy. Methodologically, the research builds its theoretical foundation on extant works to develop hypotheses and a corresponding conceptual model. The model is quantitatively validated through a survey across the spectrum of Indian companies, following expert-based pretesting and pilot testing, and subsequently it is statistically tested using the partial least squares structural equation modeling (PLS-SEM) technique. The results, contextualized against the backdrop of organizational agility, identify and elucidate the relationship between stakeholders and perceived value and easiness of AICS, between employee trust and attitude, and the influence of attitude and behavioral intention as key mediators towards AICS adoption. The findings are conclusively transcribed into tangible implications for practice and explicit avenues for future research.

Suggested Citation

  • Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Thrassou, Alkis & Ghosh, Soumya Kanti, 2021. "Adoption of artificial intelligence-integrated CRM systems in agile organizations in India," Technological Forecasting and Social Change, Elsevier, vol. 168(C).
    • Handle: RePEc:eee:tefoso:v:168:y:2021:i:c:s0040162521002158
    DOI: 10.1016/j.techfore.2021.120783
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0040162521002158
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techfore.2021.120783?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
    2. Vrontis, Demetris & Thrassou, Alkis & Amirkhanpour, Monaliz, 2017. "B2C smart retailing: A consumer-focused value-based analysis of interactions and synergies," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 271-282.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Said Al-Gahtani, 2001. "The Applicability of TAM Outside North America: An Empirical Test in the United Kingdom," Information Resources Management Journal (IRMJ), IGI Global, vol. 14(3), pages 37-46, July.
    5. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    6. Rialti, Riccardo & Zollo, Lamberto & Ferraris, Alberto & Alon, Ilan, 2019. "Big data analytics capabilities and performance: Evidence from a moderated multi-mediation model," Technological Forecasting and Social Change, Elsevier, vol. 149(C).
    7. Wendy K. Smith & Michael L. Tushman, 2005. "Managing Strategic Contradictions: A Top Management Model for Managing Innovation Streams," Organization Science, INFORMS, vol. 16(5), pages 522-536, October.
    8. Lamberto Zollo & Maria Carmen Laudano & Andrea Boccardi & Cristiano Ciappei, 2019. "From governance to organizational effectiveness: the role of organizational identity and volunteers’ commitment," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 23(1), pages 111-137, March.
    9. Bernadette Szajna, 1996. "Empirical Evaluation of the Revised Technology Acceptance Model," Management Science, INFORMS, vol. 42(1), pages 85-92, January.
    10. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    11. Sheshadri Chatterjee & Arpan Kumar Kar & M. P. Gupta, 2018. "Alignment of IT Authority and Citizens of Proposed Smart Cities in India: System Security and Privacy Perspective," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 19(1), pages 95-107, March.
    12. Akhtar, Pervaiz & Khan, Zaheer & Tarba, Shlomo & Jayawickrama, Uchitha, 2018. "The Internet of Things, dynamic data and information processing capabilities, and operational agility," Technological Forecasting and Social Change, Elsevier, vol. 136(C), pages 307-316.
    13. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    14. San Martín, Héctor & Herrero, Ángel, 2012. "Influence of the user’s psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework," Tourism Management, Elsevier, vol. 33(2), pages 341-350.
    15. Premkumar, G. & Bhattacherjee, Anol, 2008. "Explaining information technology usage: A test of competing models," Omega, Elsevier, vol. 36(1), pages 64-75, February.
    16. Carmeli, Abraham & Dothan, Ari, 2017. "Generative work relationships as a source of direct and indirect learning from experiences of failure: Implications for innovation agility and product innovation," Technological Forecasting and Social Change, Elsevier, vol. 119(C), pages 27-38.
    17. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
    18. Clay M. Voorhees & Michael K. Brady & Roger Calantone & Edward Ramirez, 2016. "Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 119-134, January.
    19. Demetris Vrontis & Alkis Thrassou & Gabriele Santoro & Armando Papa, 2017. "Ambidexterity, external knowledge and performance in knowledge-intensive firms," The Journal of Technology Transfer, Springer, vol. 42(2), pages 374-388, April.
    20. Ludwig Christian Schaupp & Lemuria Carter, 2010. "The impact of trust, risk and optimism bias on E-file adoption," Information Systems Frontiers, Springer, vol. 12(3), pages 299-309, July.
    21. Chidlow, Agnieszka & Ghauri, Pervez N. & Yeniyurt, Sengun & Cavusgil, S. Tamer, 2015. "Establishing rigor in mail-survey procedures in international business research," Journal of World Business, Elsevier, vol. 50(1), pages 26-35.
    22. Kari Kelton & Kenneth R. Fleischmann & William A. Wallace, 2008. "Trust in digital information," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 59(3), pages 363-374, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Farooq, Ali & Warkentin, Merrill & Virtanen, Seppo, 2024. "Role of shared identity and agency trust in online voting among Finnish citizens," Technology in Society, Elsevier, vol. 76(C).
    2. Rahman, Muhammad Sabbir & Bag, Surajit & Gupta, Shivam & Sivarajah, Uthayasankar, 2023. "Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance," Journal of Business Research, Elsevier, vol. 156(C).
    3. Demetris Vrontis & Ranjan Chaudhuri & Sheshadri Chatterjee, 2022. "Adoption of Digital Technologies by SMEs for Sustainability and Value Creation: Moderating Role of Entrepreneurial Orientation," Sustainability, MDPI, vol. 14(13), pages 1-19, June.
    4. Bag, Surajit & Sabbir Rahman, Muhammad & Rogers, Helen & Srivastava, Gautam & Harm Christiaan Pretorius, Jan, 2023. "Climate change adaptation and disaster risk reduction in the garment industry supply chain network," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 171(C).
    5. Ranjan Chaudhuri & Sheshadri Chatterjee & Demetris Vrontis & Sumana Chaudhuri, 2022. "Innovation in SMEs, AI Dynamism, and Sustainability: The Current Situation and Way Forward," Sustainability, MDPI, vol. 14(19), pages 1-19, October.
    6. Jameel, Alaa S. & Harjan, Sinan Abdullah & Ahmad, Abd Rahman, 2023. "Behavioral Intentions to use Artificial Intelligence Among Managers in Small and Medium Enterprises," OSF Preprints w69yh, Center for Open Science.
    7. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Grandhi, Balakrishna & Galati, Antonino, 2023. "Evolution of strategy for global value creation in MNEs: Role of knowledge management, technology adoption, and financial investment," Journal of International Management, Elsevier, vol. 29(5).
    8. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Kumar, Ajay & Aránega, Alba Yela & Biswas, Baidyanath, 2023. "Development of an integrative model for electronic vendor relationship management for improving technological innovation, social change and sustainability performance," Technological Forecasting and Social Change, Elsevier, vol. 186(PB).
    9. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2023. "Acceptance of social robot and its challenges: From privacy calculus perspectives," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    10. Badghish, Saeed & Shaik, Aqueeb Sohail & Sahore, Nidhi & Srivastava, Shalini & Masood, Ayesha, 2024. "Can transactional use of AI-controlled voice assistants for service delivery pickup pace in the near future? A social learning theory (SLT) perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    11. Ivens, Björn & Kasper-Brauer, Kati & Leischnig, Alexander & Thornton, Sabrina C., 2024. "Implementing customer relationship management successfully: A configurational perspective," Technological Forecasting and Social Change, Elsevier, vol. 199(C).
    12. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Jabeen, Fauzia, 2022. "Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support," Journal of Business Research, Elsevier, vol. 153(C), pages 46-58.
    13. Lythreatis, Sophie & Singh, Sanjay Kumar & El-Kassar, Abdul-Nasser, 2022. "The digital divide: A review and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    14. Ion Popa & Marian Mihai Cioc & Andreea Breazu & Catalina Florentina Popa, 2024. "Identifying Sufficient and Necessary Competencies in the Effective Use of Artificial Intelligence Technologies," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 26(65), pages 1-33, February.
    15. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Dana, Léo-Paul & Kabbara, Diala, 2024. "Developing resilience of MNEs: From global value chain (GVC) capability and performance perspectives," Journal of Business Research, Elsevier, vol. 172(C).
    16. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Pereira, Vijay, 2022. "Examining the industrial buying behavior in Indian market: From behavior and cultural perspective for B2B buyers and suppliers," Journal of Business Research, Elsevier, vol. 151(C), pages 86-99.
    17. Mariani, Marcello M. & Machado, Isa & Nambisan, Satish, 2023. "Types of innovation and artificial intelligence: A systematic quantitative literature review and research agenda," Journal of Business Research, Elsevier, vol. 155(PB).
    18. Mariani, Marcello & Dwivedi, Yogesh K., 2024. "Generative artificial intelligence in innovation management: A preview of future research developments," Journal of Business Research, Elsevier, vol. 175(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nripendra P. Rana & Yogesh K. Dwivedi & Banita Lal & Michael D. Williams & Marc Clement, 2017. "Citizens’ adoption of an electronic government system: towards a unified view," Information Systems Frontiers, Springer, vol. 19(3), pages 549-568, June.
    2. Christopher R. Plouffe & John S. Hulland & Mark Vandenbosch, 2001. "Research Report: Richness Versus Parsimony in Modeling Technology Adoption Decisions—Understanding Merchant Adoption of a Smart Card-Based Payment System," Information Systems Research, INFORMS, vol. 12(2), pages 208-222, June.
    3. Chatterjee, Sheshadri & Rana, Nripendra P. & Dwivedi, Yogesh K. & Baabdullah, Abdullah M., 2021. "Understanding AI adoption in manufacturing and production firms using an integrated TAM-TOE model," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    4. Agarwal, Reeti & Rastogi, Sanjay & Mehrotra, Ankit, 2009. "Customers’ perspectives regarding e-banking in an emerging economy," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 340-351.
    5. Dirsehan, Taşkın & Cankat, Ece, 2021. "Role of mobile food-ordering applications in developing restaurants’ brand satisfaction and loyalty in the pandemic period," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    6. Nripendra P. Rana & Yogesh K. Dwivedi & Banita Lal & Michael D. Williams & Marc Clement, 0. "Citizens’ adoption of an electronic government system: towards a unified view," Information Systems Frontiers, Springer, vol. 0, pages 1-20.
    7. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "Managing knowledge in Indian Organizations: An empirical investigation to examine the moderating role of jugaad," Journal of Business Research, Elsevier, vol. 141(C), pages 26-39.
    8. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2023. "Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride," Journal of Business Research, Elsevier, vol. 155(PA).
    9. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    10. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
    11. Liébana-Cabanillas, Francisco & Marinkovic, Veljko & Ramos de Luna, Iviane & Kalinic, Zoran, 2018. "Predicting the determinants of mobile payment acceptance: A hybrid SEM-neural network approach," Technological Forecasting and Social Change, Elsevier, vol. 129(C), pages 117-130.
    12. Simarpreet Kaur & Sangeeta Arora, 2023. "Understanding customers’ usage behavior towards online banking services: an integrated risk–benefit framework," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 74-98, March.
    13. Kamal Abubker Abrahim Sleiman & Lan Juanli & Hongzhen Lei & Ru Liu & Yuanxin Ouyang & Wenge Rong, 2021. "User Trust levels and Adoption of Mobile Payment Systems in China: An Empirical Analysis," SAGE Open, , vol. 11(4), pages 21582440211, November.
    14. Cao, XinYu & Mokhtarian, Patricia L, 2005. "The Intended and Actual Adoption of Online Purchasing: A Brief Review of Recent Literature," Institute of Transportation Studies, Working Paper Series qt095934s0, Institute of Transportation Studies, UC Davis.
    15. Mariani, Marcello M. & Ek Styven, Maria & Teulon, Fréderic, 2021. "Explaining the intention to use digital personal data stores: An empirical study," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    16. Arif Hasan & S. K. Gupta, 2020. "Exploring Tourists’ Behavioural Intentions Towards Use of Select Mobile Wallets for Digital Payments," Paradigm, , vol. 24(2), pages 177-194, December.
    17. Wong Lai Soon & Bobby Chai Boon Hui & Wong Kee Luen, 2013. "Joining the New Band: Factors Triggering the Intentions of Malaysian College and University Students to Adopt 4G Broadband," Information Management and Business Review, AMH International, vol. 5(2), pages 58-65.
    18. Ahmad Almagrashi & Abdulwahab Mujalli & Tehmina Khan & Osama Attia, 2023. "Factors determining internal auditors’ behavioral intention to use computer-assisted auditing techniques: an extension of the UTAUT model and an empirical study," Future Business Journal, Springer, vol. 9(1), pages 1-19, December.
    19. Quaglione, Davide & Crociata, Alessandro & Agovino, Massimiliano & Iaia, Lea, 2020. "Cultural capital and online purchase of tourism services," Annals of Tourism Research, Elsevier, vol. 80(C).
    20. Türker, Cansu & Altay, Burak Can & Okumuş, Abdullah, 2022. "Understanding user acceptance of QR code mobile payment systems in Turkey: An extended TAM," Technological Forecasting and Social Change, Elsevier, vol. 184(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:tefoso:v:168:y:2021:i:c:s0040162521002158. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/00401625 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.