Platform-based customer agility: An integrated framework of information management structure, capability, and culture

The impact of AI assimilation on firm performance in small and medium-sized enterprises: A moderated multi-mediation model

Artificial intelligence (AI) and other advanced technologies are increasingly recognized as essential catalysts for enhancing productivity due to their capability to transform nearly all operations within and outside firms. However, the empirical research on how AI assimilation may promote firm-level outcomes such as absorptive capacity (AC), customer agility (CA), and firm performance (FP) is still in its infancy. Drawing from the dynamic capability view and using 417 valid responses collected through cross-sectional methods from small and medium-sized enterprises (SMEs) in Lebanon, this study examines the effect of AI assimilation on firm performance. The mediating roles of AC and CA were investigated. The moderating role of organizational agility (OA) was also explored. The findings support the hypothesized assumptions that continual advancement of technology evolves the industrial organizations' performance with CA and AC as parallel mediators, partially mediating the link between AI assimilation and FP and OA as a moderator, moderating the positive relationship between AI and CA and between AI and FP. The findings provide crucial insights for practitioners and advance the dynamic capability view framework. They provide compelling evidence that enriches the understanding of AI assimilation, demonstrating its positive impact on critical organizational outcomes and yielding performance benefits for SMEs.

Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review

Customization of products or services is a strategy that the business sector has embraced to build a better relationship with the customers to cater to their individual needs and thus providing them a fulfilling experience. This whole process is known as customer relationship management (CRM). In this context, we extensively surveyed 138 papers published between 1996 and 2021 in the area of analytical CRM. Although this study consisted of papers from different business sectors, a fair share of focus was directed to the telecommunication industry and generalized CRM techniques usages. Different science and engineering-based data repositories were studied to ascertain significant studies published in scientific journals, conferences, and articles. The research works on CRM were considered and separated into IT and non-IT-based techniques to study the methods used in different business sectors. The main target behind implementing CRM is for the better revenue growth of the company. Different IT and non-IT-based techniques are used in the analytical CRM area to achieve this target, and researchers have been actively involved in this domain. The purpose of the research was to show the impact of IT-based techniques in the business world. A detailed future course of research in this area was discussed.