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Adoption of AI-integrated CRM system by Indian industry: from security and privacy perspective

SheshadriChatterjee (Department of Computer Science and Engineering,Indian Institute of Technology, Kharagpur,India and Department of Management Studies,Indian Institute of Technology Delhi, New Delhi,India)

Soumya KantiGhosh (Department of Computer Science and Engineering,Indian Institute of Technology, Kharagpur,India)

RanjanChaudhuri (Department of Management Studies,National Institute of Industrial Engineering, Mumbai,India)

SumanaChaudhuri (Department of Economics,Durgadevi Saraf Institute of Management Studies, Mumbai,India)

Information and Computer Security

Article publication date: 16 July 2020

Issue publication date: 10 May 2021

Abstract

Purpose

The purpose of this study is to make an attempt to identify the factors responsible for the adoption of an artificial intelligence (AI)-integrated customer relationship management (CRM) system in Indian organizations with a special focus on security and privacy issues.

Design/methodology/approach

This study was conducted for the identification of factors responsible for the adoption of the AI-integrated CRM system in Indian organizations focusing attention on security and privacy perspective. For this, the adoption theories and models have been studied. The literature available in this context has also been studied with a focus on security and privacy issues. After the initial study, few hypotheses have been formulated and a conceptual model has been developed. These hypotheses were validated with the help of statistical tools by conducting sample survey with 324 usable responses against 36 questionnaires.

Findings

The results of this study highlight that of the eight hypotheses conceptually formulated, one hypothesis was not supported as is evident from the application of statistical analysis. This is the influence of perceived ease of use on attitude of the stakeholders intending to use the AI-integrated CRM system in Indian organizations. The results also transpire that the model so provided has achieved 87% explanative power.

Research limitations/implications

The model so provided has taken the help of the technological acceptance model. It has also used the issues circumscribing menace of security and privacy vulnerabilities. Consideration of the technological acceptance model and aspects of issues of security and privacy has enriched the model rendering its explanative power to 87%.

Practical implications

The model is simple. Practitioners can execute this model without having any complexity. The policymakers could also get inputs from the model, as it has focused specially on security and privacy issues that could help to enhance the trust of the potential users.

Originality/value

Not many studies are found covering the adoption of the AI-integrated CRM system by Indian organizations with a special focus on security and privacy aspects. In this light, this study is a novel attempt.

Keywords

Citation

Chatterjee, S.,Ghosh, S.K.,Chaudhuri, R. andChaudhuri, S. (2021), "Adoption of AI-integrated CRM system by Indian industry: from security and privacy perspective",Information and Computer Security, Vol. 29 No. 1, pp. 1-24.https://doi.org/10.1108/ICS-02-2019-0029

Publisher

:

Emerald Publishing Limited

Copyright© 2020, Emerald Publishing Limited

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