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&lt;p&gt;&amp;nbsp;&lt;span class=&quot;fontstyle0&quot;&gt;22 February 2022&lt;/span&gt;&lt;/p&gt;
&lt;p&gt;&lt;span class=&quot;fontstyle0&quot;&gt;&lt;strong&gt;Abstract&lt;/strong&gt;&lt;br /&gt;&lt;/span&gt;&lt;/p&gt;
&lt;p&gt;&lt;span class=&quot;fontstyle1&quot;&gt;&lt;strong&gt;Purpose&lt;/strong&gt; &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&lt;br /&gt;(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;&lt;strong&gt;Design/methodology/approach&lt;/strong&gt; &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&lt;br /&gt;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;/p&gt;
&lt;p&gt;&lt;span class=&quot;fontstyle1&quot;&gt;&lt;strong&gt;Findings&lt;/strong&gt; &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&lt;br /&gt;(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&lt;br /&gt;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;&lt;strong&gt;Originality/value&lt;/strong&gt; &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&lt;br /&gt;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;
&lt;p&gt;&amp;nbsp;&lt;/p&gt;
&lt;p&gt;&lt;span class=&quot;fontstyle0&quot;&gt;&lt;strong&gt;Methodology&lt;/strong&gt;&lt;br /&gt;&lt;/span&gt;&lt;span class=&quot;fontstyle2&quot;&gt;To achieve the research goal, we performed a literature review combined with a bibliometric analysis. Bibliometrics is&lt;br /&gt;described as &lt;/span&gt;&lt;span class=&quot;fontstyle3&quot;&gt;&amp;ldquo;&lt;/span&gt;&lt;span class=&quot;fontstyle2&quot;&gt;the mathematical and statistical analysis of bibliographic records&lt;/span&gt;&lt;span class=&quot;fontstyle3&quot;&gt;&amp;rdquo; &lt;/span&gt;&lt;span class=&quot;fontstyle2&quot;&gt;(&lt;/span&gt;&lt;span class=&quot;fontstyle2&quot; style=&quot;color: #0000ff;&quot;&gt;Pritchard, 1969&lt;/span&gt;&lt;span class=&quot;fontstyle2&quot;&gt;) and is used to&lt;br /&gt;establish intellectual linkages among articles and keywords, thus providing a big picture of rising trends and potential&lt;br /&gt;research opportunities &lt;/span&gt;&lt;span class=&quot;fontstyle2&quot;&gt;. Bibliometric techniques offer the advantage of introducing quantitative rigor compared to&lt;br /&gt;narrative literature reviews, which might be invalidated by the&lt;br /&gt;subjective bias of the researcher&lt;/span&gt;&lt;/p&gt;
&lt;p&gt;&amp;nbsp;&lt;/p&gt;
&lt;p&gt;&amp;nbsp;&lt;/p&gt;
&lt;p&gt;&amp;nbsp;&lt;/p&gt;

Note

Voto oggetto (1-10)

Precisione (1-10)

Tag (7)

✎ Modifica tag 🤖 Suggerisci AI

          wpg:5, ai:5, crm:5, bigdata:5, fine-tuning:5, machine learning:5, neural network:5        

ai 5 bigdata 5 crm 5 fine-tuning 5 machine learning 5 neural network 5 wpg 5

ID: 110 • Tipo: WPG • Reg: 2022-06-30 • Mod: 29/07/2026 20:16