An empirical investigation of intelligent agents for e-business customer relationship management: a knowledge management perspective

Izak Benbasat MIS Division, Faculty of Commerce and Business Admin. University of British Columbia 2053 Main Mall, Vancouver, BC, V6T1Z2, Canada Phone: (604)822-8396, Fax: (604)822-0045 Email: [email protected] Abstract: Using a knowledge management perspective, this paper investigates new and efficient ways of applying intelligent agents to e-business customer relationship management. Intelligent agents, as well as knowledge-based systems or expert systems, as a branch of applied artificial intelligence not only predate the recent surge of interest in knowledge management, but also stand out as a well-established means for implementing certain aspects of knowledge management. Intelligent agent technologies make it easier to codify, store, share, and transfer certain kinds of knowledge. Based on the IS literature on explanations and decisional guidance for knowledge-based systems, this paper argues that transferring appropriate knowledge from an organization’s staff to its partners and customers can facilitate efficient customer relationship management (e.g., improving customer trust). It is suggested that three types of knowledge – “How Explanations”, “Why Explanations”, and “Decisional Guidance” – be embedded in intelligent agents, and transferred to the agent’s users. A laboratory experiment is proposed to test if, in which aspects, and to what extent these types of knowledge will increase customer trust.