Leveraging Creative Intelligence for Sustainable Customer Relationship Management (CRM) Solutions: Conceptual paper

Suriana Ramli; Jamil Bojei; Normy Rafida Abdul Rahman; Chee Hoon Wong

doi:10.21834/e-bpj.v9iSI19.5777

Authors

Suriana Ramli Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Shah Alam, Malaysia
Jamil Bojei Faculty of Business and Economics, Universiti Putra Malaysia, Serdang, Malaysia
Normy Rafida Abdul Rahman Faculty of Business Management and Professional Studies, Management and Science University, Shah Alam, Malaysia
Chee Hoon Wong Faculty of Business and Communications, INTI International University, Nilai, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v9iSI19.5777

Keywords:

Creative Intelligence, Artificial Intelligence, Service Quality, Customer satisfaction

Abstract

The study aims to identify critical dimensions of employee creative intelligence and AI CRM systems and explore their impact on service quality and customer satisfaction in customer relationship management (CRM). The advancement of technology and the potential of artificial intelligence (AI) increase customer expectations regarding service delivery. The conceptual framework illustrates that creative intelligence and AI-generated systems significantly impact service quality and customer satisfaction. The findings will help organisations implement CRM service delivery projects by providing employees with the appropriate skills and competencies. The appropriateness of the system is vital towards CRM solutions.

References

Ambrose, D., & Sternberg, R. J. (Eds.). (2016). Creative intelligence in the 21st century: Grappling with enormous problems and opportunities (Vol. 11). Springer. https://doi.org/10.1007/978-94-6300-506-7_9 DOI: https://doi.org/10.1007/978-94-6300-506-7

Burton, J. M. (2009). Creative intelligence, creative practice: Lowenfeld redux. Studies in Art Education, 50(4), 323–337. https://doi.org/10.1080/00393541.2009.11518779 DOI: https://doi.org/10.1080/00393541.2009.11518779

Gonçalves, M., & Cash, P. (2021). The life cycle of creative ideas: Towards a dual-process theory of ideation. Design Studies, 72, 100988. https://doi.org/10.1016/j.destud.2020.100988 DOI: https://doi.org/10.1016/j.destud.2020.100988

Edinger, S. (2018, December 20). Why CRM Projects Fail and How to Make Them More Successful. Harvard Business Review. https://hbr.org/2018/12/why-crm-projects-fail-and-how-to-make-them-more-successful

Farhan, M. S., Abd Ellatif, M., & Abed, A. H. (2017). The success implementation CRM model for examining the critical success factors using statistical data mining techniques. International Journal of Computer Science and Information Security, 15(1), 455. https://doi.org/10.1016/j.fcij.2018.11.003 DOI: https://doi.org/10.1016/j.fcij.2018.11.003

Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2014). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 42, 1-21.https://doi.org/10.1007/s11747-013-0336-7 DOI: https://doi.org/10.1007/s11747-013-0336-7

Kumar, P., Mokha, A.K. & Pattnaik, S.C. (2022). "Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry", Benchmarking: An International Journal, Vol. 29 No. 2, pp. 551–572. https://doi.org/10.1108/BIJ-10-2020-0528Ledro, C., Nosella, A., & Vinelli, A. (2022). Artificial intelligence in customer relationship management: literature review and future research directions. Journal of Business & Industrial Marketing, 37(13), 48–63.https://doi.org/10.1108/JBIM-07-2021-0332 DOI: https://doi.org/10.1108/BIJ-10-2020-0528

Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420 DOI: https://doi.org/10.1509/jm.15.0420

Libai, B., Bart, Y., Gensler, S., Hofacker, C. F., Kaplan, A., Kötterheinrich, K., & Kroll, E. B. (2020). A brave new world? On AI and the management of customer relationships. Journal of Interactive Marketing, 51(1), 44-56. https://doi.org/10.1016/j.intmar.2020.04.002 DOI: https://doi.org/10.1016/j.intmar.2020.04.002

Lowenfeld, V. (1957). Creative and mental growth (3rd ed.). New York: MacMillan.

Lokuge S., Sedera D., Ariyachandra T., Kumar S., & Ravi V. (2020). The next wave of CRM innovation: Implications for research, teaching, and practice. Communications of the Association for Information Systems, 46, 560–583. https://doi.org/10.17705/1cais.04623 DOI: https://doi.org/10.17705/1CAIS.04623

Mele, C. and Russo-Spena, T. (2022). "The architecture of the physical customer journey: a dynamic interplay between systems of insights and systems of engagement", European Journal of Marketing, Vol. 56 No. 1, pp. 72-91. https://doi.org/10.1108/EJM-04-2019-0308 DOI: https://doi.org/10.1108/EJM-04-2019-0308

Piskar, F., & Faganel, A. (2009). A successful CRM implementation project in a service company: a case study. Organizacija, 42(5), 199-208.: https://doi.org/10.2478/v10051-009-0017-y DOI: https://doi.org/10.2478/v10051-009-0017-y

Rahman, M. S., Bag, S., Gupta, S., & Sivarajah, U. (2023). Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance. Journal of Business Research, p. 156, 113525. https://doi.org/10.1016/j.jbusres.2022.113525 DOI: https://doi.org/10.1016/j.jbusres.2022.113525

Shum, P., Bove, L., & Auh, S. (2008). Employees' affective commitment to change: The key to successful CRM implementation, European Journal of Marketing, 42, 1346–1371. https://doi.org/10.1108/03090560810903709 DOI: https://doi.org/10.1108/03090560810903709

Sternberg, R. J. (1999). The theory of successful intelligence. Review of General Psychology, 3, 292–316. https://doi.org/10.1037/1089-2680.3.4.292 DOI: https://doi.org/10.1037//1089-2680.3.4.292

Sternberg, R. J. (2011). The theory of successful intelligence. In R. J. Sternberg & S. B. Kaufman (Eds.), The Cambridge Handbook of Intelligence (pp. 504–527). Cambridge University Press. https://doi.org/10.1017/CBO9780511977244.026 DOI: https://doi.org/10.1017/CBO9780511977244.026

Sternberg, R. J. (2018). The triangle of creativity. In R. J. Sternberg & J. C. Kaufman (Eds.), The nature of human creativity (pp. 318–334). Cambridge University Press. https://doi.org/10.1017/9781108185936.023 DOI: https://doi.org/10.1017/9781108185936.023