Customer Relationship Management, Operational Digitization, Production Optimization and Value Creation through Artificial Intelligence in e-Marketing

Stăncioiu Timoné Silviu, Spînu Adina Eleonora, Sanda Cristina Maria, Sanda Grigorie and Trifan Vanina Adoriana ()
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Stăncioiu Timoné Silviu: Aurel Vlaicu University of Arad, Faculty of Economics, Romania
Spînu Adina Eleonora: Aurel Vlaicu University of Arad, Faculty of Economics, Romania
Sanda Cristina Maria: Aurel Vlaicu University of Arad, Faculty of Economics, Romania
Sanda Grigorie: Aurel Vlaicu University of Arad, Faculty of Economics, Romania
Trifan Vanina Adoriana: Aurel Vlaicu University of Arad, Faculty of Economics, Romania

Proceedings of the International Conference on Business Excellence, 2023, vol. 17, issue 1, 1148-1157

Abstract: The implementation of information technology in enterprises develops customer relationship management, which has the role of improving customer satisfaction. By sharing certain information, it is also possible to maintain effective relationships with customers, but also to maximize profit. The use of social media platforms, in parallel with the implementation of information technology, strengthens the trust of customers, through the reviews of the end consumer. In this unique interview-based case study approach, we empirically describe a conceptual model. Production and distribution departments of operational flows, implement digital technology, becoming an artificial intelligence-optimized system. New intelligent manufacturing capabilities are transforming the relationship between the company and customers from one focused on product to one oriented towards creating value and services, even personalization of them.

Keywords: Digital implementation; Customer Relationship Management; value selling; artificial intelligence (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:17:y:2023:i:1:p:1148-1157:n:23

DOI: 10.2478/picbe-2023-0103

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