نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه گیلان، رشت
2 گروه مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه گیلان، رشت، ایران.
3 گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه گیلان، رشت
4 گروه مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه گیلان، رشت، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
This study aims to identify and prioritize the applications of artificial intelligence in customer relationship management (CRM) within the automotive industry. The research is applied–developmental in nature and is designed within the pragmatism paradigm using an exploratory mixed-methods approach. In terms of data collection, the study was conducted as a non‑experimental, descriptive, cross‑sectional survey. The participants in both the qualitative and quantitative phases consisted of eight university scholars and senior experts with extensive experience in marketing and CRM within the automotive sector. They were selected through purposive sampling based on the principle of theoretical saturation. Qualitative data were collected through semi‑structured interviews and analyzed using thematic analysis with the support of MAXQDA software. In the quantitative phase, a questionnaire was developed and the SWARA method was applied to evaluate and prioritize the identified dimensions and subcomponents. The findings indicate that the highest priorities are related to AI applications that enhance customer experience and create direct value for customers while also strengthening strategic managerial decision‑making. Key applications include intelligent recommendation systems, advanced personalization of customer interactions, scenario simulation for strategic evaluation, faster response times, and automation of repetitive tasks. In contrast, more infrastructure‑oriented and analytical applications such as big data analysis of customer information, predictive marketing, and market trend forecasting were ranked at lower priority levels.
کلیدواژهها [English]
)