International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic

Abstract

PurposeThe research empirically examines the role of artificial intelligence (AI) integrated with social customer relationship management (SCRM) in multinational enterprises (MNEs) towards international relationship management under social distancing conditions due to the COVID-19 pandemic.Design/methodology/approachThe study initially undertakes pertinently focused theoretical research in the fields of international marketing, knowledge management, and customer relationship management. And, utilizing the theories of resource-based view (RBV) and dynamic capability view (DCV) theory, the study develops a theoretical model that is subsequently empirically validated through a survey and structural equation modeling.FindingsThe study highlights the importance and means of adopting AI-integrated social CRM by MNEs, in the context of international relationship management, under the Covid-19 social distancing conditions. The study more specifically elucidates the role and significance of MNE leadership approach and support towards the adoption of AI-integrated social CRM systems and, ultimately, performance improvement of MNEs under such conditions.Research limitations/implicationsThe study presents insights and prescriptive explications on a topic at the heart of state-of the-art technology-based international marketing in the explicit context of the primary business-defining environment of the Covid-19 pandemic. The research provides practicable suggestions to MNEs' leadership towards the adoption of an AI-integrated social CRM system. And the study presents a unique model for international relationship management under social distancing conditions, potentially applicable during other crises.Originality/valueThe research is original and on a ‘fresh’ topic that combines the latest technological advancements in business (AI-integrated CRM) with the present critical business context (pandemic). The research develops a tested theoretical model that (a) is unique in its field; (b) provides a solid foundation for further research; (c) bears generic value and application during other-than-Covid-19 conditions; and (d) enhances the understanding of important fields of international marketing, including international customer relationship management and global knowledge management.

Managing artificial intelligence in international business: Toward a research agenda on sustainable production and consumption

“…Configuring an AI‐integrated customer relationship capability and combining it with global customer support, automation, and knowledge management improves firm performance in international marketing (Chatterjee et al, 2023). As an example of knowledge management, managers can use AI in a two‐layered inductive learning procedure where two different modules assess international financial risk in internationalization (Tessmer et al, 1993).…”

The Influence of AI-CRM Adoption and Big Data Analytical Capability on Firm Performance of Large Enterprises in Thailand

“…AI-CRM is recognized as a transformative technology that can significantly impact an organization's integration capability. Integration capability refers to the ability of an organization to seamlessly merge and utilize different technological components (Chatterjee et al, 2023). Studies have indicated that AI-CRM systems, with their ability to centralize customer data and automate processes, play a crucial role in enhancing integration across various organizational functions (Alokla et al, 2019;Chatterjee et al, 2023;Liu et al, 2013).…”

“…Integration capability refers to the ability of an organization to seamlessly merge and utilize different technological components (Chatterjee et al, 2023). Studies have indicated that AI-CRM systems, with their ability to centralize customer data and automate processes, play a crucial role in enhancing integration across various organizational functions (Alokla et al, 2019;Chatterjee et al, 2023;Liu et al, 2013). The integration of AI-CRM tools enables a more cohesive and holistic approach to customer relationship management, contributing to overall organizational efficiency (Ledro et al, 2022).…”

“…The relationship between AI-CRM adoption and firm performance has been a focal point in research, with evidence suggesting a positive correlation (Chatterjee et al, 2023). AI-CRM enhances decisionmaking processes, streamlines operations, and allows organizations to offer personalized experiences to customers, ultimately contributing to improved financial performance (Alokla et al, 2019).…”

“…Furthermore, the study addresses the challenges associated with the implementation of CRM and Big Data Analytics (BDA) within this context. Chatterjee et al (2023) underscored the significance and strategies involved in the adoption of AI-integrated Social Customer Relationship Management (CRM) by Multinational Enterprises (MNEs), particularly within the framework of international relationship management amid the social distancing constraints imposed by the Covid-19 pandemic.…”