Role of the Artificial Intelligence in Customer Relationship Management to Achieve the Competitive Advantage
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- artificial intelligence, Customer Relationship Management, Competitive advantage, Drug Distribution Companies, clients
Abstract
This study aims to identify the role of artificial intelligence in customer relationship management to achieve a competitive advantage in private Egyptian companies in drug distribution field, identify success factors, and failure to use artificial intelligence techniques in customer relationship management. To achieve these goals, a set of references, sources related to the current study were reviewed. The descriptive analytical method, and the statistical method ware used. The questionnaire tool was used as a main tool to collect data, and the questionnaire was analyzed using the Statistical Package for Social Sciences SPSS 25. The study population consisted of the largest four private companies in terms of market share for distributing drugs in Egypt. The sample of the study was selected from managers in the upper, middle management 200 questionnaires were distributed, 198 questionnaires were retrieved, five questionnaires were excluded because they were not fit for analysis, and the final sample became 193 managers.The study reached a number of results, the most important of which are: There is an important role for artificial intelligence in customer relationship management to achieve a competitive advantage in private drug distribution companies. There are no statistically significant differences between managers in private drug distribution companies in their conviction of the importance of artificial intelligence in customer relationship management according to different demographic variables (Gender, Age, Education and Years of experience .(There is a statistically significant relationship between the use of artificial intelligence in customer relationship management, and achieving competitive advantage in private drug distribution companies.The study reached to some recommendations, the most important ware: It’s necessity to use advantage of artificial intelligence techniques to create innovative work environments that help to increase the speed of the services provided. Studying the reasons for the failure of some companies to apply intelligence customer management systems, to identify the problems they face in implementing these systems. Using modern smart technologies to analyze the huge amount of customer data, and convert it into information that facilitates decision-making.
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