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The strategic nature of artificial intelligence in customer relationship management

In: Handbook of Services and Artificial Intelligence

Author

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  • Sadrac Cenophat

Abstract

While the extant literature is increasingly concerned with the integration of artificial intelligence (AI) into customer relationship management (CRM), there remains a dearth of research on the implications of such integration for CRM success (i.e., the degree to which exchange partners develop trust and commitment) across different institutional environments. Drawing on four theoretical perspectives commonly used in customer relationship research, the current chapter disentangles the role of AI integration in building trust and commitment in customer relationships. It also describes boundary conditions to such role by referring to elements of the institutional environment. This chapter discusses a series of propositions to further explain the strategic nature of AI integration from different theoretical lenses and across institutional environments. It provides guidance to service practitioners.

Suggested Citation

  • Sadrac Cenophat, 2024. "The strategic nature of artificial intelligence in customer relationship management," Chapters, in: Ada Scupola & Jon Sundbo & Lars Fuglsang & Anders Henten (ed.), Handbook of Services and Artificial Intelligence, chapter 9, pages 143-157, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21983_9
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    File URL: https://www.elgaronline.com/doi/10.4337/9781035301973.00017
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