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Customer Relationship Management, Operational Digitization, Production Optimization and Value Creation through Artificial Intelligence in e-Marketing

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  • Stăncioiu Timoné Silviu

    (Aurel Vlaicu University of Arad, Faculty of Economics, Romania)

  • Spînu Adina Eleonora

    (Aurel Vlaicu University of Arad, Faculty of Economics, Romania)

  • Sanda Cristina Maria

    (Aurel Vlaicu University of Arad, Faculty of Economics, Romania)

  • Sanda Grigorie

    (Aurel Vlaicu University of Arad, Faculty of Economics, Romania)

  • Trifan Vanina Adoriana

    (Aurel Vlaicu University of Arad, Faculty of Economics, Romania)

Abstract

The implementation of information technology in enterprises develops customer relationship management, which has the role of improving customer satisfaction. By sharing certain information, it is also possible to maintain effective relationships with customers, but also to maximize profit. The use of social media platforms, in parallel with the implementation of information technology, strengthens the trust of customers, through the reviews of the end consumer. In this unique interview-based case study approach, we empirically describe a conceptual model. Production and distribution departments of operational flows, implement digital technology, becoming an artificial intelligence-optimized system. New intelligent manufacturing capabilities are transforming the relationship between the company and customers from one focused on product to one oriented towards creating value and services, even personalization of them.

Suggested Citation

  • Stăncioiu Timoné Silviu & Spînu Adina Eleonora & Sanda Cristina Maria & Sanda Grigorie & Trifan Vanina Adoriana, 2023. "Customer Relationship Management, Operational Digitization, Production Optimization and Value Creation through Artificial Intelligence in e-Marketing," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 17(1), pages 1148-1157, July.
    • Handle: RePEc:vrs:poicbe:v:17:y:2023:i:1:p:1148-1157:n:23
    DOI: 10.2478/picbe-2023-0103
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