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.

    References listed on IDEAS

    as
    1. Ginzberg, Michael J., 1980. "An organizational contingencies view of accounting and information systems implementation," Accounting, Organizations and Society, Elsevier, vol. 5(4), pages 369-382, October.
    2. Mishra, Anubhav & Maheswarappa, Satish S. & Maity, Moutusy & Samu, Sridhar, 2018. "Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender," Journal of Business Research, Elsevier, vol. 86(C), pages 394-405.
    3. Surya Karunagaran & Saji K Mathew & Franz Lehner, 2019. "Differential cloud adoption: A comparative case study of large enterprises and SMEs in Germany," Information Systems Frontiers, Springer, vol. 21(4), pages 861-875, August.
    4. Jun Tian & Kanliang Wang & Yan Chen & Björn Johansson, 2010. "From IT deployment capabilities to competitive advantage: An exploratory study in China," Information Systems Frontiers, Springer, vol. 12(3), pages 239-255, July.
    5. David J. Teece, 2012. "Dynamic Capabilities: Routines versus Entrepreneurial Action," Journal of Management Studies, Wiley Blackwell, vol. 49(8), pages 1395-1401, December.
    6. 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.
    7. Michael Song & Cornelia Droge & Sangphet Hanvanich & Roger Calantone, 2005. "Marketing and technology resource complementarity: an analysis of their interaction effect in two environmental contexts," Strategic Management Journal, Wiley Blackwell, vol. 26(3), pages 259-276, March.
    8. Dubey, Rameshwar & Gunasekaran, Angappa & Childe, Stephen J. & Roubaud, David & Fosso Wamba, Samuel & Giannakis, Mihalis & Foropon, Cyril, 2019. "Big data analytics and organizational culture as complements to swift trust and collaborative performance in the humanitarian supply chain," International Journal of Production Economics, Elsevier, vol. 210(C), pages 120-136.
    9. Stav Fainshmidt & Amir Pezeshkan & M. Lance Frazier & Anil Nair & Edward Markowski, 2016. "Dynamic Capabilities and Organizational Performance: A Meta-Analytic Evaluation and Extension," Journal of Management Studies, Wiley Blackwell, vol. 53(8), pages 1348-1380, December.
    10. Said Elbanna & John Child, 2007. "Influences on strategic decision effectiveness: Development and test of an integrative model," Strategic Management Journal, Wiley Blackwell, vol. 28(4), pages 431-453, April.
    11. Otley, David T., 1980. "The contingency theory of management accounting: Achievement and prognosis," Accounting, Organizations and Society, Elsevier, vol. 5(4), pages 413-428, October.
    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. Kumar, Aman & Shankar, Amit & Behl, Abhishek & Pereira, Vijay & Kapoor, Payal & Papa, Armando, 2025. "Implementing enterprise metaverse as a means of enhancing growth hacking performance: Will adopting the metaverse be a success in organizations?," Journal of Business Research, Elsevier, vol. 188(C).
    2. Vincent Charles & Nripendra P. Rana & Ilias O. Pappas & Morten Kamphaug & Keng Siau & Kenth Engø-Monsen, 2024. "The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach," Information Systems Frontiers, Springer, vol. 26(3), pages 851-856, June.

    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. 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.
    2. Chatterjee, Sheshadri & Chaudhuri, Ranjan & González, Vanessa Izquierdo & Kumar, Ajay & Singh, Sanjay Kumar, 2022. "Resource integration and dynamic capability of frontline employee during COVID-19 pandemic: From value creation and engineering management perspectives," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    3. Sheshadri Chatterjee & Ranjan Chaudhuri & Demetris Vrontis & Thanos Papadopoulos, 2024. "Examining the impact of deep learning technology capability on manufacturing firms: moderating roles of technology turbulence and top management support," Annals of Operations Research, Springer, vol. 339(1), pages 163-183, August.
    4. Nycil George & Anita Kerai, 2024. "Ordinary capabilities and firm performance: The role of capital market development," Asia Pacific Journal of Management, Springer, vol. 41(1), pages 233-274, March.
    5. Wamba, Samuel Fosso & Dubey, Rameshwar & Gunasekaran, Angappa & Akter, Shahriar, 2020. "The performance effects of big data analytics and supply chain ambidexterity: The moderating effect of environmental dynamism," International Journal of Production Economics, Elsevier, vol. 222(C).
    6. Muhammad Irfan & Mingzheng Wang & Naeem Akhtar, 2019. "Impact of IT capabilities on supply chain capabilities and organizational agility: a dynamic capability view," Operations Management Research, Springer, vol. 12(3), pages 113-128, December.
    7. 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).
    8. Nadia Zahoor & Yong Kyu Lew, 2022. "Sustaining superior international performance: Strategic orientations and dynamic capability of environmentally concerned small‐ and medium‐sized enterprises," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 1002-1017, March.
    9. Ranjan Chaudhuri & Sheshadri Chatterjee & Demetris Vrontis & Alkis Thrassou, 2024. "Adoption of robust business analytics for product innovation and organizational performance: the mediating role of organizational data-driven culture," Annals of Operations Research, Springer, vol. 339(3), pages 1757-1791, August.
    10. Bhimani, Alnoor & Sivabalan, Prabhu & Soonawalla, Kazbi, 2018. "A study of the linkages between rolling budget forms, uncertainty and strategy," The British Accounting Review, Elsevier, vol. 50(3), pages 306-323.
    11. Altintas, Gulsun & Ambrosini, Véronique & Gudergan, Siegfried, 2022. "MNE dynamic capabilities in (un)related diversification," Journal of International Management, Elsevier, vol. 28(1).
    12. Buccieri, Dominic & Javalgi, Raj G. & Cavusgil, Erin, 2023. "Role of opportunity creation between reconfiguration and innovation: Insights from emerging market international new ventures," International Business Review, Elsevier, vol. 32(4).
    13. Qaiyum, Sameer & Wang, Catherine L., 2018. "Understanding internal conditions driving ordinary and dynamic capabilities in Indian high-tech firms," Journal of Business Research, Elsevier, vol. 90(C), pages 206-214.
    14. Mohamed Mansouri & Cheklekbire Malainine & Hayat Souti & Ikram Cadimi, 2022. "Dynamic capabilities, competitiveness and performance of small and medium-sized enterprises: a systematic literature review [Capacités dynamiques, compétitivité et performance des petites et moyenn," Post-Print hal-03794567, HAL.
    15. 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).
    16. Sheshadri Chatterjee & Ranjan Chaudhuri & Demetris Vrontis & Adnane Maalaoui, 2023. "Internationalization of family business and its performance: examining the moderating role of digitalization and international networking capability," Review of Managerial Science, Springer, vol. 17(7), pages 2443-2470, October.
    17. Sheshadri Chatterjee & Ranjan Chaudhuri & Sachin Kamble & Shivam Gupta & Uthayasankar Sivarajah, 2023. "Adoption of Artificial Intelligence and Cutting-Edge Technologies for Production System Sustainability: A Moderator-Mediation Analysis," Information Systems Frontiers, Springer, vol. 25(5), pages 1779-1794, October.
    18. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Gupta, Shivam & Sivarajah, Uthayasankar & Bag, Surajit, 2023. "Assessing the impact of big data analytics on decision-making processes, forecasting, and performance of a firm," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    19. Sheshadri Chatterjee & Ranjan Chaudhuri & Demetris Vrontis, 2023. "Role of fake news and misinformation in supply chain disruption: impact of technology competency as moderator," Annals of Operations Research, Springer, vol. 327(2), pages 659-682, August.
    20. Sheshadri Chatterjee & Ranjan Chaudhuri & Demetris Vrontis, 2024. "Antecedents and consequence of frugal and responsible innovation in Asia: through the lens of organization capabilities and culture," Asia Pacific Journal of Management, Springer, vol. 41(3), pages 979-1003, September.

    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.

    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: 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.