Iranian journal of management sciences

Iranian journal of management sciences

Modeling customer relationship management based on artificial intelligence to reduce customer churn)Study case: Iran's insurance industry(

Document Type : Research Paper

Authors
Maral Shadpour 1
Kambiz Shahroodi 2
Narges Delafrooz, 2
1 Ph.D. Student in Marketing Management, Department of Business Management, Rasht branch, Islamic Azad University, Rasht, Iran
2 Associate Prof., Department of Business Management, Rasht branch, Islamic Azad University, Rasht, Iran.
100/jiams.2025.8898.7773
Abstract
The present study was conducted with the aim of modeling customer relationship management based on artificial intelligence to reduce customer churn. This study In terms of the purpose, is an applied-developmental research, and in terms of the method of data collection, is a descriptive research with an exploratory nature. Also, the current research is based on interpretive philosophy. The community of participants includes 20 theoretical experts (marketing professors) and experimental experts (managers of the insurance industry). A targeted method was used for sampling and continued until theoretical saturation was reached. Finally, the opinion of 17 experts was used. Theme analysis method and MaxQDA software were used to identify the underlying categories of customer relationship management model based on artificial intelligence. Structural-interpretive method and MicMac software were used to present the model. The findings of the research showed that technical factors of artificial intelligence, managerial factors of artificial intelligence and relational marketing affect the management of relationship with customers. Customer relationship management improves customer experience by influencing service personalization and customer orientation. This factor by influencing customer loyalty, customer satisfaction and customer participation leads to the reduction of customer churn.
Keywords
customer relationship management
artificial intelligence
reducing customer churn
Iran's insurance industry
Subjects
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Iranian journal of management sciences
Volume 19, Issue 76
Summer 2024
Pages 79-104