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&lt;p&gt;&lt;span class=&quot;fontstyle0&quot;&gt;Abstract&lt;br /&gt;&lt;/span&gt;&lt;span class=&quot;fontstyle1&quot;&gt;Purpose &lt;/span&gt;&lt;span class=&quot;fontstyle3&quot;&gt;&amp;ndash; &lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;Due to the recent development of Big Data and arti&lt;/span&gt;&lt;span class=&quot;fontstyle5&quot;&gt;fi&lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;cial intelligence (AI) technology solutions in customer relationship management(CRM), this paper provides a systematic overview of the &lt;/span&gt;&lt;span class=&quot;fontstyle5&quot;&gt;fi&lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;eld, thus unveiling gaps and providing promising paths for future research.&lt;br /&gt;&lt;/span&gt;&lt;span class=&quot;fontstyle1&quot;&gt;Design/methodology/approach &lt;/span&gt;&lt;span class=&quot;fontstyle3&quot;&gt;&amp;ndash; &lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;A total of 212 peer-reviewed articles published between 1989 and 2020 were extracted from the Scopus database, and 2 bibliometric techniques were used: bibliographic coupling and keywords&lt;/span&gt;&lt;span class=&quot;fontstyle3&quot;&gt;&amp;rsquo; &lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;co-occurrence.&lt;br /&gt;&lt;/span&gt;&lt;span class=&quot;fontstyle1&quot;&gt;Findings &lt;/span&gt;&lt;span class=&quot;fontstyle3&quot;&gt;&amp;ndash; &lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;Outcomes of the bibliometric analysis enabled the authors to identify three main sub&lt;/span&gt;&lt;span class=&quot;fontstyle5&quot;&gt;fi&lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;elds of the AI literature within the CRM domain (Big Data and CRM as a database, AI and machine learning techniques applied to CRM activities and strategic management of AI&lt;/span&gt;&lt;span class=&quot;fontstyle3&quot;&gt;&amp;ndash;&lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;CRM integrations)&lt;br /&gt;and capture promising paths for future development for each of these sub&lt;/span&gt;&lt;span class=&quot;fontstyle5&quot;&gt;fi&lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;elds. This study also develops a three-step conceptual model for AI implementation in CRM, which can support, on one hand, scholars in further deepening the knowledge in this &lt;/span&gt;&lt;span class=&quot;fontstyle5&quot;&gt;fi&lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;eld and, on the other hand,&lt;br /&gt;managers in planning an appropriate and coherent strategy.&lt;br /&gt;&lt;/span&gt;&lt;span class=&quot;fontstyle1&quot;&gt;Originality/value &lt;/span&gt;&lt;span class=&quot;fontstyle3&quot;&gt;&amp;ndash; &lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;To the best of the authors&lt;/span&gt;&lt;span class=&quot;fontstyle3&quot;&gt;&amp;rsquo; &lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;knowledge, this study is the &lt;/span&gt;&lt;span class=&quot;fontstyle5&quot;&gt;fi&lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;rst to systematise and discuss the literature regarding the relationship between AI and CRM based on bibliometric analysis. Thus, both academics and practitioners can bene&lt;/span&gt;&lt;span class=&quot;fontstyle5&quot;&gt;fi&lt;/span&gt;&lt;span class=&quot;fontstyle4&quot;&gt;t from the study, as it unveils recent&lt;br /&gt;important directions in CRM management research and practices.&lt;/span&gt;&lt;/p&gt;
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✎ Modifica tag 🤖 Suggerisci AI

          ai, neural_networks, crm, padova, bigdata,        

ai 5 bigdata 5 crm 5 neural_networks 5 padova 5 wpg 5

ID: 109 • Tipo: WPG • Reg: 2022-06-27 • Mod: 29/07/2026 20:16