بررسی نقش توانمندسازهای هوش مصنوعی و آمادگی هوش مصنوعی شرکت‌ها در پذیرش سیستم مدیریت روابط با مشتری ادغام شده با هوش مصنوعی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار، گروه مدیریت استراتژیک، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران.

2 کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران.

چکیده

هدف: هوش مصنوعی به‌عنوان یکی از روندهای فناورانه برتر انقلاب صنعتی چهارم و بازاریابی نسل پنجم، با ادغام در سیستم‌های مدیریت روابط با مشتری، ظرفیت و مزایای گسترده‌ای برای کسب‌وکارها ایجاد می‌کند. یکی از مباحث زیربنایی در این حوزه، به پذیرش فناوری مربوط می‌شود. هدف این مطالعه، بررسی تأثیر برخی عوامل سازمانی بر پذیرش سیستم‌های هوشمند مدیریت روابط با مشتری و ارائه راه‌کارهای متناسب با این عوامل، برای بسترسازی و نهادینه‌کردن استفاده از فناوری‌های هوشمند در سازمان‌های تجاری است.
روش: این پژوهش از حیث هدف، در گروه تحقیقات کاربردی ـ توسعه‌ای است و بر اساس نتیجه، در زمره تحقیقات تبیینی قرار می‌گیرد و بر مبنای روش انجام پژوهش، از نوع پیمایشی و هم‌بستگی است. در پژوهش حاضر از دو روش کتابخانه‌ای و میدانی برای گردآوری داده‌ها و اطلاعات استفاده شد. به‌منظور گردآوری داده‌های باکیفیت و دستیابی به نتایج دقیق‌تر، از ابزار پرسش‌نامه معتبر و دقیق استفاده شد. برای بررسی و آزمون فرضیه‌های پژوهش، به‌روش نمونه‌گیری تصادفی، نمونۀ ۳۸۴ تایی از کسب‌وکارهایی انتخاب شد که در حوزۀ «فروش کالا» نماد اعتماد الکترونیکی ساده داشتند. به‌منظور آزمون فرضیه‌ها از روش معادلات ساختاری و نرم‌افزار اسمارت پی‌ال‌اس نسخه سوم، استفاده شد.
یافته‌ها: نتایج پژوهش نشان می‌دهد که توانمندسازهای هوش مصنوعی شامل نقشه راه تکنولوژی، تخصص حرفه‌ای و نگرش و همچنین آمادگی هوش مصنوعی شامل زیرساخت، فنی بودن و سطح آگاهی، بر پذیرش سیستم مدیریت روابط با مشتری ادغام شده با هوش مصنوعی تأثیر دارند.
نتیجه‌گیری: با توجه به نتایج حاصل از پژوهش، سازمان‌های تجاری می‌توانند به‌ترتیب اهمیت با تقویت سطح آمادگی هوش مصنوعی سازمانی، یعنی درک سازمانی در خصوص سطح فنی و پیچیدگی سیستم‌ها، ایجاد زیرساخت‌های مورد نیاز، افزایش سطح آگاهی و همچنین با توانمندسازی هوش مصنوعی، یعنی ایجاد نگرش مثبت به فناوری، ترسیم نقشه راه تکنولوژی و کسب تخصص‌های حرفه‌ای مورد نیاز، به پذیرش و استقرار آگاهانه و موفق سیستم مدیریت روابط با مشتری ادغام شده با هوش مصنوعی، اقدام کنند و از منافع گسترده آن منتفع شوند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Role of Artificial Intelligence Enablers and Companies' Readiness in Adopting an Artificial Intelligence-integrated Customer Relationship Management System

نویسندگان [English]

  • Rahim Abedi 1
  • Soheila Mohammadzadeh Vanestan 2
1 Assistant Prof., Department of Strategic Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.
2 MSc., Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.
چکیده [English]

Objective
Escalating competition and environmental uncertainty drive business owners towards adopting agile and intelligent communication functions with customers. Also, due to the vital importance of the customer in the success or failure of businesses, it is necessary to pay special attention to agility and flexibility in the communication activities with the customers. The use of new technologies such as artificial intelligence, especially when faced with a huge amount of data, with high data processing capacity, rapid response speeds, and the potential for personalization and customization, helps organizations in achieving efficiency and effectiveness of processes. Artificial intelligence, as one of the top technological trends of the fourth industrial revolution and fifth-generation marketing creates extensive capacity and benefits for businesses by integrating into customer relationship management systems. A fundamental aspect in this domain revolves around the acceptance of technology. Considering the novelty of using artificial intelligence in customer relationship management, the purpose of this research is to investigate the effect of some organizational factors on the adoption of intelligent customer relationship management systems and to provide appropriate solutions for improving these factors for the successful adoption, deployment, and institutionalization of intelligent technologies.
 
Methodology
To align with the research topic and ensure compatibility with the common characteristics of the studied community, data collection involved surveying a sample of 384 businesses specializing in the sale of goods. The selection was made using simple random sampling, and the investigation was conducted by administering a standard questionnaire. To test the research hypotheses, structural equations were tested using a partial least squares approach, employing the third version of SMART-PLS software.
 
Findings
The results showed that AI empowerment (including technology roadmap, attitude, and professional expertise) and AI readiness (including awareness, infrastructure, and technical level) affect adopting artificial intelligence integrated with customer relationship management systems. Based on these findings, business organizations should prioritize certain factors within the organization, particularly in the context of artificial intelligence enablers or activators. These include developing a technology roadmap, fostering a positive attitude toward technology, and acquiring the necessary expertise through training or leveraging experts in the field. Also, in terms of organizational readiness, increasing the level of awareness, creating the required infrastructure, and organizational understanding regarding the technical level and complexity of these systems are required for establishing a solid foundation for the successful adoption and deployment of intelligent systems. Business owners can enjoy the extensive benefits of intelligentizing customer communication processes with a conscious decision.
 
Conclusion
According to the obtained results, AI readiness with a path coefficient of 0.641 has a positive and significant effect on the acceptance of customer relationship management systems integrated with artificial intelligence. It was also confirmed that AI enablers with a path coefficient of 0.315 have a positive and significant effect on the adoption of these systems. Business organizations can enhance their readiness for artificial intelligence adoption and implementation by prioritizing two main strategies. Firstly, they can focus on strengthening their organizational readiness for artificial intelligence by improving their understanding of the technical aspects and complexity of AI systems, establishing the necessary infrastructure, and raising awareness among stakeholders. Secondly, they can concentrate on empowering their organization with artificial intelligence capabilities by fostering a positive attitude towards technology, developing a technology roadmap, and acquiring the necessary expertise to successfully implement and manage AI systems. By integrating customer relations with artificial intelligence, businesses can leverage its extensive benefits to take proactive action and derive value. In terms of existing limitations such as time and financial limitations as well as human resources required for quick response and establishing online communication, the use of communication and response programs based on artificial intelligence seems to be an efficient and effective alternative that can improve the financial and non-financial performance of the organization.

کلیدواژه‌ها [English]

  • Artificial intelligence
  • Customer relationship management
  • Technology adoption

مراجع

رحیمی، غلامرضا؛ حجتی، سیدعبداله و ساداتی، میرحمید (1395). ارزیابی تأثیر زیرساخت فناوری در پیاده سازی مؤلفه های مدیریت دانش (مورد مطالعه: شهرداری ارومیه). خط‌مشی‌گذاری عمومی در مدیریت، 7 (ویژه نامه 1395)، 169-183.
سلطانی، زینب و جعفری نویمی‌پور، نیما (1394). تعیین عوامل مؤثر بر اثربخشی سیستم‌های الکترونیکی مدیریت ارتباط با مشتری. نخستین همایش بین‌المللی جامع مدیریت ایران.
عرب مازار یزدی، محمد؛ احمدی، علی و عبدلی، محمود (1385). سیستم‌های هوشمند و حسابداری. ماهنامه حسابدار، 21(4)، 53-59.
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مدیریت بازرگانی
دوره 16، شماره 1
1403
صفحه 34-58

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