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Adoption of artificial intelligence integrated CRM system: an empirical study of Indian organizations

Sheshadri Chatterjee (Department of Computer Science and Engineering, Indian Institute of Technology Kharagpur, Kharagpur, India)
Bang Nguyen (University of Southern Denmark, Odense, Denmark)
Soumya Kanti Ghosh (Center for Innovation and Entrepreneurship, Shanghai University, Shanghai, China)
Kalyan Kumar Bhattacharjee (Department of Computer Science and Engineering, Indian Institute of Technology Kharagpur, Kharagpur, India)
Sumana Chaudhuri (Indian Institute of Technology Delhi, New Delhi, India)

The Bottom Line

ISSN: 0888-045X

Article publication date: 21 October 2020

Issue publication date: 12 November 2020

2677

Abstract

Purpose

The purpose of this study is to explore the behavioral intention of the employees to adopt artificial intelligence (AI) integrated customer relationship management (CRM) system in Indian organizations.

Design/methodology/approach

To identify the factors impacting the behavioral intention of the employees to adopt AI integrated CRM system in Indian organizations helps of literature review and theories have been taken. Thereafter, some hypotheses have been formulated followed by the development of a theoretical model conceptually. The model has been tested statistically for validation using a survey by considering 308 usable respondents.

Findings

The results of this study show that perceived usefulness and perceived ease of use directly impact the behavioral intention of the employees to adopt an AI integrated CRM system in organizations. Also, these two exogenous factors impact the behavioral intention of the employees to adopt an AI integrated CRM system mediating through two intermediate variables such as utilitarian attitude (UTA) and hedonic attitude (HEA). The proposed model has achieved predictive power of 67%.

Research limitations/implications

By the help of the technology acceptance model and motivational theory, the predictors of behavioral intention to adopt AI integrated CRM systems in organizations were identified. The effectiveness of the model was strengthened by the consideration of two employee-centric attitudinal attributes such as UTA and HEA, which is claimed to have provided contributions to the extant literature. The proposed theoretical model claims a special theoretical contribution as no extant literature considered the effects of leadership support as a moderator for the adoption of an AI integrated CRM system in Indian organizations.

Practical implications

The model implies that the employees using AI integrated CRM system in organizations must be made aware of the usefulness of the system and the employees must not face any complexity to use the system. For this, the managers of the concerned organizations must create a conducive atmosphere congenial for the employees to use the AI integrated CRM system in the organizations.

Originality/value

Studies covering exploration of the adoption of AI integrated CRM systems in Indian organizations are found to be in a rudimentary stage and in that respect, this study claims to have possessed its uniqueness.

Keywords

Citation

Chatterjee, S., Nguyen, B., Ghosh, S.K., Bhattacharjee, K.K. and Chaudhuri, S. (2020), "Adoption of artificial intelligence integrated CRM system: an empirical study of Indian organizations", The Bottom Line, Vol. 33 No. 4, pp. 359-375. https://doi.org/10.1108/BL-08-2020-0057

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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