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Assessing Organizational Users’ Intentions and Behavior to AI Integrated CRM Systems: a Meta-UTAUT Approach.

Chatterjee, S., Rana, N.P., Khorana, S., Mikalef, P. and Sharma, A., 2021. Assessing Organizational Users’ Intentions and Behavior to AI Integrated CRM Systems: a Meta-UTAUT Approach. Information Systems Frontiers. (In Press)

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DOI: 10.1007/s10796-021-10181-1

Abstract

This paper tests the meta-analysis based unified theory of acceptance and use of technology (meta-UTAUT) model to predict the behavioral intentions of organizational users and their use behavior to artificial intelligence (AI) integrated customer relationship management (CRM) systems. Data was collected from 315 organizational users in India. The hypotheses draw on the theoretical underpinnings which have been statistically validated. Results show that CRM quality and satisfaction significantly influences an organization’s employees attitudes and intentions to use AI integrated CRM systems. The compatibility of CRM systems has, however, a limited impact on employees attitudes. The findings, which are aligned with the extended UTAUT model, provide useful insights into organizations and decision-makers for designing AI integrated CRM systems.

Item Type:Article
ISSN:1387-3326
Uncontrolled Keywords:AI-CRM; CRM Quality; CRM satisfaction; User behavior; Meta-UTAUT
Group:Bournemouth University Business School
ID Code:35950
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:01 Sep 2021 12:04
Last Modified:01 Sep 2021 12:04

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