采用人工智能集成CRM系统:印度组织的实证研究

IF 8 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Bottom Line Pub Date : 2020-10-23 DOI:10.1108/bl-08-2020-0057
Sheshadri Chatterjee, B. Nguyen, S. Ghosh, K. Bhattacharjee, Sumana Chaudhuri
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引用次数: 45

摘要

本研究的目的是探讨印度企业员工采用人工智能(AI)集成客户关系管理(CRM)系统的行为意向。为了确定影响印度组织中员工采用AI集成CRM系统的行为意愿的因素,我们进行了文献综述和理论研究。此后,提出了一些假设,并在概念上发展了理论模型。通过考虑308名可用的受访者,对该模型进行了统计验证。本研究结果表明,感知有用性和感知易用性直接影响员工在组织中采用AI集成CRM系统的行为意愿。此外,这两个外生因素通过功利态度(UTA)和享乐态度(HEA)两个中介变量影响员工采用AI集成CRM系统的行为意向。该模型的预测率为67%。通过技术接受模型和动机理论,确定了组织采用AI集成CRM系统的行为意愿的预测因素。考虑到两个以员工为中心的态度属性,如UTA和HEA,该模型的有效性得到了加强,据称这对现有文献有贡献。所提出的理论模型声称有特殊的理论贡献,因为没有现存的文献认为领导支持的影响是印度组织采用人工智能集成CRM系统的调节因素。该模型意味着在组织中使用人工智能集成CRM系统的员工必须意识到系统的有用性,并且员工不得面对使用系统的任何复杂性。为此,相关组织的管理者必须为员工在组织中使用人工智能集成的CRM系统创造有利的氛围。在印度组织中探索采用AI集成CRM系统的研究被发现处于初级阶段,在这方面,本研究声称具有其独特性。
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Adoption of artificial intelligence integrated CRM system: an empirical study of Indian organizations
The purpose of this study is to explore the behavioral intention of the employees to adopt artificial intelligence (AI) integrated customer relationship management (CRM) system in Indian organizations.,To identify the factors impacting the behavioral intention of the employees to adopt AI integrated CRM system in Indian organizations helps of literature review and theories have been taken. Thereafter, some hypotheses have been formulated followed by the development of a theoretical model conceptually. The model has been tested statistically for validation using a survey by considering 308 usable respondents.,The results of this study show that perceived usefulness and perceived ease of use directly impact the behavioral intention of the employees to adopt an AI integrated CRM system in organizations. Also, these two exogenous factors impact the behavioral intention of the employees to adopt an AI integrated CRM system mediating through two intermediate variables such as utilitarian attitude (UTA) and hedonic attitude (HEA). The proposed model has achieved predictive power of 67%.,By the help of the technology acceptance model and motivational theory, the predictors of behavioral intention to adopt AI integrated CRM systems in organizations were identified. The effectiveness of the model was strengthened by the consideration of two employee-centric attitudinal attributes such as UTA and HEA, which is claimed to have provided contributions to the extant literature. The proposed theoretical model claims a special theoretical contribution as no extant literature considered the effects of leadership support as a moderator for the adoption of an AI integrated CRM system in Indian organizations.,The model implies that the employees using AI integrated CRM system in organizations must be made aware of the usefulness of the system and the employees must not face any complexity to use the system. For this, the managers of the concerned organizations must create a conducive atmosphere congenial for the employees to use the AI integrated CRM system in the organizations.,Studies covering exploration of the adoption of AI integrated CRM systems in Indian organizations are found to be in a rudimentary stage and in that respect, this study claims to have possessed its uniqueness.
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Bottom Line
Bottom Line INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
9.90
自引率
12.20%
发文量
7
期刊介绍: Because The Bottom Line: Managing Library Finances is written and edited by well respected figures from the librarian community - you can be assured the topics covered will be particularly relevant to you and your library.
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