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Employees’ Acceptance of AI Integrated CRM System: Development of a Conceptual Model

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Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation (TDIT 2020)

Part of the book series: IFIP Advances in Information and Communication Technology ((IFIPAICT,volume 618))

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Abstract

Artificial Intelligence (AI) integrated Customer Relationship Management (CRM) systems can maximize firms’ value by identifying and retaining best customers. The success of such advanced technologies depends on employee’s adoption. However, research on examining employee’s acceptance of AI integrated CRM systems is scarce. Therefore, this study has taken an attempt to propose conceptual model to predict the use-behaviour of employees to use AI integrated CRM system in organizations. This study adapted meta-UTAUT model as theoretical lens and extended the model with constructs such as compatibility, CRM quality, and CRM satisfaction specific to the organizational context. Future researchers can empirically test the proposed model with data gathered from employees using AI integrated CRM system.

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Author information

Authors and Affiliations

  1. Department of Computer Science and Engineering, Indian Institute of Technology Kharagpur, Kharagpur, India

    Sheshadri Chatterjee

  2. International Business, Marketing and Branding Research Centre (IBMB), School of Management, University of Bradford, Richmond Road, Bradford, BD7 1DP, UK

    Kuttimani Tamilmani & Nripendra P. Rana

  3. Emerging Markets Research Centre (EMaRC), School of Management, Swansea University Bay Campus, Swansea, SA1 8EN, UK

    Yogesh K. Dwivedi

Authors
  1. Sheshadri Chatterjee
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  2. Kuttimani Tamilmani
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  3. Nripendra P. Rana
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  4. Yogesh K. Dwivedi
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Corresponding author

Correspondence to Nripendra P. Rana .

Editor information

Editors and Affiliations

  1. Indian Institute of Management Tiruchirappalli, Tiruchirappalli, India

    Sujeet K. Sharma

  2. Swansea University, Swansea, UK

    Yogesh K. Dwivedi

  3. Indian Institute of Management Nagpur, Nagpur, India

    Bhimaraya Metri

  4. University of Bradford, Bradford, UK

    Nripendra P. Rana

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Chatterjee, S., Tamilmani, K., Rana, N.P., Dwivedi, Y.K. (2020). Employees’ Acceptance of AI Integrated CRM System: Development of a Conceptual Model. In: Sharma, S.K., Dwivedi, Y.K., Metri, B., Rana, N.P. (eds) Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation. TDIT 2020. IFIP Advances in Information and Communication Technology, vol 618. Springer, Cham. https://doi.org/10.1007/978-3-030-64861-9_59

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  • DOI: https://doi.org/10.1007/978-3-030-64861-9_59

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