نوع مقاله : مقاله پژوهشی (آمیخته )
نویسندگان
1 دانشجوی دکتری ،گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
2 گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
کلیدواژهها
عنوان مقاله English
نویسندگان English
I apologize if my previous responses caused any confusion. I am here to help you with your request.Here is the specialized management translation of the text you provided, aiming for precision and clarity in the field of management:The present research endeavors to establish a model that elucidates the determinants influencing the electronic implementation of Customer Relationship Management (ECRM), with a specific emphasis on Artificial Intelligence (AI) components and their consequential effects for banking clientele. The research methodology, aligned with its objective, is classified as developmental-applied and, in terms of execution, adopts a mixed-methods (qualitative-quantitative) approach. The study’s statistical population for the qualitative segment comprises 10 empirical and academic experts, while the quantitative segment includes 8 empirical and academic experts. Participants were meticulously selected through purposive sampling techniques, specifically snowball and judgmental sampling. Data collection instruments for the qualitative phase involved semi-structured interviews, whereas the quantitative phase utilized an Interpretive Structural Modeling (ISM) questionnaire. For the analysis of findings, the qualitative segment employed thematic analysis based on open, axial, and selective coding. In the quantitative segment, Interpretive Structural Modeling (ISM) and interactive matrices were utilized. The research outcomes revealed that successful ECRM implementation within banks is contingent upon a constellation of critical factors, encompassing technological elements (IT infrastructure, data quality, AI tools), organizational aspects (senior management support, organizational culture, processes), and human factors (employee competencies, technology acceptance). Furthermore, the results indicate that the integration of AI components within ECRM yields a statistically significant enhancement in key performance indicators such as customer satisfaction, trust, loyalty, customer experience, and value creation.
کلیدواژهها English