Artificial Intelligence (AI)-Enabled CRM Capability in Healthcare: The Impact on Service Innovation

P. Kumar, S.K. Sharma and Vincent Dutot ()
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S.K. Sharma: HIGP - Hawaii Institute of Geophysics and Planetology - UHM - University of Hawai‘i [Mānoa]
Vincent Dutot: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: Although AI-enabled customer relationship management (CRM) systems have gained momentum in healthcare to enhance performance, there is a striking dearth of knowledge on how such capabilities are formed and affect service innovation. The study adopted a mixed-method approach to investigate the underlying phenomena. This research infused resource-based theory, dynamic capability theory, and theory of productivity paradox to investigate how healthcare in India acquires AI-enabled CRM capabilities and enhances service innovation. We identified the facets of AI-enabled CRM capabilities using a case study and developed a framework for AI-enabled CRM capability and service innovation. This study noticed that customer service flexibility (CSF) is a missing link in this relationship. The findings of the quantitative study employing PLS-SEM reveal the linear relationships between AI-enabled CRM capability, CSF, and service innovation. This study explains the formation of AI-enabled CRM capabilities to fill the research gap and direct innovative performance in healthcare, which is an immediate need to sustain in a volatile environment. This study provides theoretical implications to enhance the research stream and practical implications for decision-makers. \textcopyright 2022 Elsevier Ltd

Keywords: Artificial intelligence; Artificial intelligence (AI); CRM; Customer relationship management; Customer relationship management systems; Customer service flexibility; Customer-service; Decision making; Health care; Healthcare; Management capabilities; Performance; Public relations; Sales; Service flexibility; Service innovation (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (4)

Published in International Journal of Information Management, 2023, 69, ⟨10.1016/j.ijinfomgt.2022.102598⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04292614

DOI: 10.1016/j.ijinfomgt.2022.102598

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