Blar i SINTEF Open på forfatter "Khorana, Sangeeta"
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Assessing the Implementation of AI Integrated CRM System for B2C Relationship Management: Integrating Contingency Theory and Dynamic Capability View Theory
Chatterjee, Sheshadri; Mikalef, Patrick; Khorana, Sangeeta; Kizgin, Hatice (Peer reviewed; Journal article, 2022)Customer relationship management (CRM) is a strategic approach to manage an organization’s interaction with current and potential customers. Artificial Intelligence (AI) can analyze huge volume of data without human ...