부산대학교 도서관

Despite the importance of artificial intelligence (AI) technologies in improving customer relationships, AI usage in enabling customer relationship management (CRM) capabilities and in turn improving CRM performance has not yet been investigated. Drawing on dynamic capability theory, this study investigates the impact of AI usage on customer relationship management performance and tests the mediating effect of customer relationship management capabilities. We test our core proposition and theory-driven research model using data collected from a sample of 193 e-commerce enterprises in China. The empirical results indicate that artificial intelligence usage positively impacts customer relationship management performance and customer relationship management capabilities play a positive mediating role in the relationship between them. Thus, this paper contributes to IS research with an eloquent theoretical explanation and strong empirical evidence on why e-commerce enterprises deploy AI initiatives to improve their CRM capabilities and performance.