Assessing the Implementation of AI Integrated CRM System for B2C Relationship Management: Integrating Contingency Theory and Dynamic Capability View Theory

Abstract Customer relationship management (CRM) is a strategic approach to manage an organization’s interaction with current and potential customers. Artificial Intelligence (AI) can analyze huge volume of data without human intervention. The integration AI existing legacy CRM system in the business customer (B2C) makes sense given massive for growth integrated system. Failure plan AI-CRM technology implementation organization could lead some success others failure. Contingency theory states that it not possible organizations take decisions contingency optimal course action depends on internal external circumstances. Dynamic Capability View emphasizes organizational ability react adequately timely manner any changes combines multiple capabilities organization, including capabilities. Against this background, purpose study examine failure from B2C perspective using theory. finds information quality, fit, fit significantly positively impact management. Also, there moderating turbulence both acceptance capability organization.