IDEAS home Printed from https://ideas.repec.org/a/spr/infosf/v26y2024i3d10.1007_s10796-022-10261-w.html
   My bibliography  Save this article

Assessing the Implementation of AI Integrated CRM System for B2C Relationship Management: Integrating Contingency Theory and Dynamic Capability View Theory

Author

Listed:
  • Sheshadri Chatterjee

    (Indian Institute of Technology Kharagpur)

  • Patrick Mikalef

    (Sintef Digital, Department of Technology Management)

  • Sangeeta Khorana

    (Bournemouth University Business School, Bournemouth University)

  • Hatice Kizgin

    (University of Bradford)

Abstract

Customer relationship management (CRM) is a strategic approach to manage an organization’s interaction with current and potential customers. Artificial Intelligence (AI) can analyze huge volume of data without human intervention. The integration of AI with existing legacy CRM system in the business to customer (B2C) relationship makes sense given the massive potential for growth of AI integrated CRM system. Failure to plan AI-CRM technology implementation in an organization could lead some to success and others to failure. The Contingency theory states that it is not possible for organizations to take decisions without a contingency plan and the optimal course of action depends on the internal and external circumstances. The Dynamic Capability View theory emphasizes the organizational ability to react adequately in a timely manner to any external changes and combines multiple capabilities of the organization, including organizational CRM and AI capabilities. Against this background, the purpose of this study is to examine the success and failure of implementation of AI integrated CRM system in an organization from B2C perspective using Contingency theory and Dynamic Capability View theory. The study finds that information quality, system fit, and organizational fit significantly and positively impact the implementation of AI-CRM for B2C relationship management. Also, there is a moderating impact of technology turbulence on both acceptance and failure of AI-CRM capability in the organization.

Suggested Citation

  • Sheshadri Chatterjee & Patrick Mikalef & Sangeeta Khorana & Hatice Kizgin, 2024. "Assessing the Implementation of AI Integrated CRM System for B2C Relationship Management: Integrating Contingency Theory and Dynamic Capability View Theory," Information Systems Frontiers, Springer, vol. 26(3), pages 967-985, June.
    • Handle: RePEc:spr:infosf:v:26:y:2024:i:3:d:10.1007_s10796-022-10261-w
    DOI: 10.1007/s10796-022-10261-w
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10796-022-10261-w
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10796-022-10261-w?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.

    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:spr:infosf:v:26:y:2024:i:3:d:10.1007_s10796-022-10261-w. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.