Fostering CRM Through Artificial Intelligence

Natrajan, Nidhi Shridhar; Singh, Sanjeev Kumar; Sanjeev, Rinku

doi:10.4018/978-1-7998-7959-6.ch005

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2024

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Cited by 2 publications

References 78 publications

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Artificial Intelligence for Customer Relationship Management: Personalization and Automation

Riyaz,

Sawant,

Raju

et al. 2023

2023 10th IEEE Uttar Pradesh Section International Conference on Electrical, Electronics and Computer Engineering (UPCON)

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Artificial Intelligence for Customer Relationship Management: Personalization and Automation

Riyaz,

Sawant,

Raju

et al. 2023

2023 10th IEEE Uttar Pradesh Section International Conference on Electrical, Electronics and Computer Engineering (UPCON)

View full text Add to dashboard Cite

The Effects of a Digital Marketing Orientation on Business Performance

Pașcalău,

Popescu,

Bîrlădeanu

et al. 2024

Sustainability

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Customer relationship management (CRM) has become increasingly important as a result of the pressure organizations are under to remain competitive. CRM has been and is widely promoted as essential to a company’s ability to survive. According to this study, CRM is more than just a computer program or software package. We believe that for organizations to use CRM effectively, it must be viewed from a strategic point of view. Therefore, this study focuses on the consequences of digital marketing on business performance, specifically, the consequences of customer relationship orientation and the use of CRM technologies as a support for analysis, data integration, and access on business performance. This study addresses a contemporary and relevant research problem that has national and international relevance. The research is based on quantitative methods to test hypotheses. Data were gathered from 73 organizations. The findings show the relationships between CRM and customer satisfaction, market effectiveness, and profitability. Customer relationship orientation positively affects customer satisfaction, market effectiveness, and market profitability. CRM technologies significantly improve business performance. This research contributes to the existing knowledge by shedding light on the complex relationships among CRM, customer relationship orientation, market effectiveness, market profitability, and customer satisfaction. Based on the research results, we provide practical recommendations for managers and decision makers.

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Fostering CRM Through Artificial Intelligence

Cited by 2 publications

References 78 publications

Artificial Intelligence for Customer Relationship Management: Personalization and Automation

Artificial Intelligence for Customer Relationship Management: Personalization and Automation

The Effects of a Digital Marketing Orientation on Business Performance

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