The Influence of AI-CRM Adoption and Big Data Analytical Capability on Firm Performance of Large Enterprises in Thailand

Abstract

Purpose: This research explores the impact of adopting AI-CRM on integration capability, team collaboration, and firm performance. Additionally, it investigates whether big data analytical capability significantly influences integration capability, team collaboration, and competitive advantage. The study delves into whether integration capability is a driver of team collaboration and assesses the influence of competitive advantage on firm performance. Design/methodology/approach: A quantitative approach was employed using a questionnaire as the primary tool. Online Google forms were distributed to 450 middle-high level management professionals across ten large enterprises in Thailand that have implemented AI-CRM and big data analytics. Sampling techniques included judgmental, convenience, and snowball sampling. Data analysis utilized Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to validate model fit and test hypotheses. Findings: The study revealed that the adoption of AI-CRM significantly impacts integration capability, team collaboration, and firm performance. Big data analytical capability has a significant influence on team collaboration and competitive advantage but lacks a significant effect on integration capability. Furthermore, integration capability is significantly associated with team collaboration. However, the study did not find support for the relationship between competitive advantage and firm performance. Research limitations/implications: Findings are specific to the 450 middle-high level managers in ten large Thai enterprises; caution is needed when applying results to a broader population. Furthermore, the study focused on key factors, but additional variables may influence relationships. Future research could explore a broader range of factors. The study did not deeply investigate potential mediating mechanisms between variables. Further research could explore detailed pathways connecting studied variables. Originality/value: The study provides actionable insights for businesses, particularly those in Thailand, that have implemented AI-CRM and big data analytics. Practical implications may guide strategic decisions to enhance integration, collaboration, and overall performance.