Identification of Key Components of Smart Customer Relationship Management in Small and Medium-Sized Enterprises Using Artificial Intelligence: A Thematic Analysis Approach
Keywords:
Customer Relationship Management (CRM) , Artificial Intelligence (AI), Machine Learning (ML), Small and Medium-Sized Businesses (SMEs), Contextual Analytics, Service Personalization, Marketing AutomationAbstract
The present study aims to identify the dimensions and key components of customer relationship management (CRM) in small and medium-sized enterprises (SMEs), with a particular emphasis on the utilization of advanced technologies such as artificial intelligence (AI) and machine learning (ML). This research is qualitative and exploratory in nature and was conducted within the framework of grounded theory using a thematic analysis approach. The statistical population consisted of academic experts in the fields of management and marketing, as well as senior managers and experts from SMEs in Mazandaran Province. Purposive and snowball sampling techniques were employed until theoretical saturation was achieved, resulting in a total of 12 in-depth semi-structured interviews. The collected data were analyzed using MAXQDA software and based on the six-phase thematic analysis method by Braun and Clarke (2006). To enhance the validity and reliability of the data, triangulation was employed (interviews, documents, and expert review), and the coding process was repeated by a second researcher. The findings identified seven key indicators of smart technology-based CRM: “customer-centric strategy,” “customer interaction management,” “technological infrastructure for CRM,” “human resource management in CRM,” “strategic CRM planning,” “CRM monitoring and evaluation,” and “machine learning and artificial intelligence in CRM.” These dimensions were designed and analyzed in the form of an initial conceptual model to improve efficiency and customer satisfaction in SMEs. The results of this study can serve as a robust foundation for developing localized and practical operational models for AI-based customer relationship management in small and medium-sized enterprises.
Downloads
References
Abioye, S. O., Oyedele, L. O., Akanbi, L., Ajayi, A., Delgado, J. M. D., Bilal, M., & Ahmed, A. (2021). Artificial intelligence in the construction industry: A review of present status, opportunities and future challenges. Journal of Building Engineering, 44, 103299. https://doi.org/10.1016/j.jobe.2021.103299
Adeiza, A., Abdullahi, M. S., Abdel Fattah, F. A. M., Fawehinmi, O., Ismail, N. A., Arnaut, M., & Ehido, A. (2022). Mediating mechanism of customer satisfaction on customer relationship management implementation and customer loyalty among consolidated banks. Uncertain Supply Chain Management, 10(3), 819-832. https://doi.org/10.5267/j.uscm.2022.3.012
Alikhani, M., Nadri, N., & Kazemi, F. (2021). The impact of business intelligence on customer relationship management: A case study of Shatel Group. Science and Technology Policy Letter, 11(3), 1-18. https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://stpl.ristip.sharif.ir/mobile/article_22232.html&ved=2ahUKEwjq4Yfj8-GOAxWIkokEHaaFDuoQFnoECBwQAQ&usg=AOvVaw0E31yA3eEBNuGYJbjtarpe
Badri Azarin, Y., Abdolzadeh, V., & Abdolzadeh, V. (2023). The impact of customer relationship management on customer satisfaction and loyalty among visitors to educational sports facilities in Tabriz. Proceedings of the First Sports Science Conference on Public Sports. https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://civilica.com/doc/1687787/&ved=2ahUKEwjo7Yrx8-GOAxUpkYkEHZMlGf4QFnoECBcQAQ&usg=AOvVaw3qapWLsJAUB0YeoQhyRVrp
Bahhar, C., Chokri, B., Sofiene, B., & Hedi, S. (2021). Real-time intelligent monitoring system based on IoT. 18th International Multi-Conference on Systems, Signals & Devices (SSD), https://doi.org/10.1109/SSD52085.2021.9429358
Bashkooh Ajirloo, M., & Mohammadi Khani, R. (2023). Designing a model for implementing business-to-business digital marketing with an emphasis on customer relationship management based on artificial intelligence. Journal of Modern Marketing Research, 50, 133-157. https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://ensani.ir/fa/article/583419/
Calheiros-Lobo, N., Vasconcelos Ferreira, J., & Au-Yong-Oliveira, M. (2023). SME internationalization and export performance: A systematic review with bibliometric analysis. Sustainability, 15(11), 8473. https://doi.org/10.3390/su15118473
Etale, L. M., & Uranta, K. G. (2022). Digital marketing and consumer behavioral pattern of fast-food business enterprises in Yenagoa, Bayelsa State. European Journal of Hospitality and Tourism Research. https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://eajournals.org/ejhtr/vol10-issue-1-2022/digital-marketing-and-consumer-behavioral-pattern-of-fast-food-business-enterprises-in-yenagoa-bayelsa-state/&ved=2ahUKEwiZpqCU9OGOAxUbhIkEHR4KPFYQFnoECBgQAQ&usg=AOvVaw18p7hCRm-CuVdUVT2IY6kF
Gusai, O. P., & Rani, A. (2022). Artificial Intelligence: Game Changer in Management Strategies Decision Intelligence Analytics and the Implementation of Strategic Business Management. Springer, Cham. https://doi.org/10.1007/978-3-030-82763-2_4
Hashemi Fard, S. H., Mousavi Naqayi, S. M., & Oladi, M. (2024). The impact of customer relationship management on company performance considering the moderating role of innovation capability: Evidence from a mushroom production and packaging company. Journal of Agriculture Economics and Development, 38(1), 119-139. https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://jead.um.ac.ir/article_45071.html&ved=2ahUKEwjAhru59OGOAxXfk4kEHaACJlAQFnoECBcQAQ&usg=AOvVaw2IJ7o-fNv-yy_xSKECgBK3
Hedayat, M., Rahimi, Z., Tajik, F., & Mahdizadeh, M. (2023). Artificial intelligence in customer relationship management: A literature review and research directions. Proceedings of the Eighth International and National Conference on Management, Accounting, and Law, https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://civilica.com/doc/1694415/&ved=2ahUKEwjA7_7I9OGOAxXlkokEHdhRIEUQFnoECBwQAQ&usg=AOvVaw22KjRh2pUrFnTiDfKemVk5
Irawan, A., & Sukiyono, K. (2021). The Role of Small and Medium Enterprises (SME) on the Economy. International Journal of Social Science, 1(4), 467-472. https://doi.org/10.53625/ijss.v1i4.743
Jarrahi, M. H., Askay, D., Eshraghi, A., & Smith, P. (2023). Artificial intelligence and knowledge management: A partnership between human and AI. Business Horizons, 66(1), 87-99. https://doi.org/10.1016/j.bushor.2022.03.002
Kaushal, N., Kaurav, R. P. S., Sivathanu, B., & Kaushik, N. (2023). Artificial intelligence and HRM: identifying future research Agenda using systematic literature review and bibliometric analysis. Management Review Quarterly, 73(2), 455-493. https://doi.org/10.1007/s11301-021-00249-2
Khaleghi, M. (2023). Increasing customer satisfaction using customer relationship management solutions. BRANDAFARIN JOURNAL, 3(36). https://www.brandafarin.org.ir/article_167578.html?lang=en
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26. https://doi.org/10.1080/15332667.2020.1840904
Khatri, M. (2021). How digital marketing along with artificial intelligence is transforming consumer behaviour? Journal Of Applied Science Engineering And Technology, 9(7), 1-70. https://doi.org/10.22214/ijraset.2021.36287
Kouhzadi, F., Ghare Beiglo, H., Boudaghi Khaje Nouber, H., & Alavi Matin, Y. (2022). Designing a model big data-based customer relationship management. Journal of Advertising and Sales Management, 3(1), 112-130. https://doi.org/10.52547/JABM.3.1.112
Kumar, P., & Mokha, A. K. (2022). Electronic Customer Relationship Management (E-CRM) and Customer Loyalty: The Mediating Role of Customer Satisfaction in the Banking Industry. International Journal of E-Business Research (IJEBR), 18(1), 1-22. https://doi.org/10.4018/IJEBR.293292
Ledro, C., Nosella, A., & Vinelli, A. (2022). Artificial intelligence in customer relationship-management: literature review and future research direction. Journal of Business & Industrial Marketing, 37(13), 48-63. https://doi.org/10.1108/JBIM-07-2021-0332
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325-342. https://doi.org/10.1016/j.jbusres.2022.04.068
Mosa, R. A. (2022). The Influence of E-Customer Relationship Management on Customer Experience in E-Banking Service. Soc. Sci, 12, 193-215. https://doi.org/10.6007/IJARBSS/v12-i2/12195
Nguyen, B., Simkin, L., & Canhoto, A. (2024). The dark side of CRM: Advantaged and disadvantaged customers. Journal of Business Research, 179, 115289. https://doi.org/10.1016/j.jbusres.2023.115289
Rusthollkarhu, S., Hautamaki, P., & Aarikka-Stenroos, L. (2021). Value (co-)creation in B2B sales ecosystems. The Journal of Business and Industrial Marketing, 36(4), 590-598. https://doi.org/10.1108/JBIM-03-2020-0130
Sahi, S. M. (2022). The Artificial Intelligence and Its Global Economic Growth Impact. World Economics and Finance Bulletin, 9, 16-24. https://www.neliti.com/publications/600515/the-artificial-intelligence-and-its-global-economic-growth-impact
Samira, Z., Weldegeorgise, Y. W., Osundare, O. S., Ekpobimi, H. O., & Kandekere, R. C. (2024). Development of an integrated model for SME marketing and CRM optimization. International Journal of Management and Economics Research. https://doi.org/10.51594/ijmer.v6i10.1612
Taghvaifard, M. T., Mohammadi Khani, A., & Lotfi, F. (2021). Customer segmentation in electronic banking using electronic transactions and demographic information (Case study: Refah Bank). Approaches in Business Management, 7, 48-61.
Thrassou, A., Uzunboylu, N., Vrontis, D., & Christofi, M. (2020). Digitalization of SMEs: A review of opportunities and challenges The changing role of SMEs in global business: Volume II: Contextual evolution across markets, disciplines and sectors. https://doi.org/10.1007/978-3-030-45835-5_9
Vakil, S. M., Timurnajad, K., & Motadel, M. (2022). Providing a conceptual framework for customer relationship management in electronic banking with an emphasis on utilizing business intelligence tools (Case study: Sepah Bank and merged banks). Management Research in Iran, 26(1), 246-271. https://mri.modares.ac.ir/article_590_c0f68c50b42743c523713a4980d6ba98.pdf
Velarde, G. (2020). Artificial intelligence and its impact on the Fourth Industrial Revolution: A review. arXiv preprint arXiv:2011.03044. https://arxiv.org/abs/2011.03044
Downloads
Published
Submitted
Revised
Accepted
Issue
Section
License
Copyright (c) 2025 سرور صدیقی , سید علیرضا درخشان, محمد علی افشار کاظمی (نویسنده)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
