Artificial Intelligence and the Reconfiguration of Customer Relationship Management: An Integrated Theoretical Framework of Intelligent Capabilities, Value Creation, and Integration Conditions
DOI:
https://doi.org/10.52152/2d5bmn67Keywords:
Artificial intelligence; AI-CRM; customer relationship management; organizational capabilities; dynamic capabilities; value creation; customer experience; personalization; ethical governance; human–AI complementarityAbstract
The integration of artificial intelligence (AI) into customer relationship management (CRM) is progressively transforming organizational capabilities, processes, and value creation mechanisms. However, the literature remains fragmented across research on AI technologies, AI-CRM capabilities, customer experience, organizational outcomes, and the conditions underlying successful integration. This article aims to propose an integrated theoretical framework that brings together these different levels of analysis. An integrative literature review was conducted to synthesize the main studies addressing artificial intelligence, CRM, relationship marketing, customer experience, and organizational capabilities. The proposed framework combines the Resource-Based View, the dynamic capabilities perspective, and the Stimulus–Organism–Response model to explain the chain linking technological and informational resources to AI-CRM capabilities, the transformation of CRM processes, customer value creation, and organizational outcomes. The analysis conceptualizes AI-CRM as a multidimensional organizational capability based notably on analytical, predictive, personalization, and interactive/relational capabilities. It also highlights the role of technological, organizational, and environmental conditions, ethical governance, and human–AI complementarity in realizing value. The main contribution of the study therefore lies in a multilevel integration of the AI-CRM literature, moving beyond a purely technological conception of artificial intelligence and positioning it as a lever for broader organizational and relational transformation.
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Higdem, Ulla. 2015. "Assessing the impact of political partnerships on coordinated meta- governance of regional governance. ." Scandinavian Journal of Public Administration, forthcoming.
Hill, Michael. 2013. The Pubic Policy Process. 6 ed. Essex: Pearson.
Innes, J. E, and D. E Booher. 2010. Planning with Complexity. An introduction to collaberative rationality for public policy. London and New York: Routledge.
Knudsen, Jon P., ed. 2005. Sterke regioner - forskning og reform. [Strong regions- research and reform]. Bergen: Fagbokforlaget.
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Larsen, Helge O. 1985. "Politisk entrepreneurskap og administrativ aktivisme." In Kommunalt tiltaksarbeid, edited by Helge O. Larsen and Nils Aarsæther, 55-79. Oslo: Universitetsforlaget.
Leknes, Einar, A Gjertsen, A.K Holmen Tennås, B Lindeløv, Jacob Aars, I Sletnes, and Asbjørn Røyseland. 2013. Interkommunalt samarbeid. Konsekvenser, muligheter og utfordringer. Stavanger: IRIS.
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Maaløe, Erik. 2002. Casestudier. Af og om mennesker i organisationer. Århus: Akademisk.
Malerba, Franco. 2005. "Secorial systems of innovation." In The Oxford Handbook of Innovation, edited by Jan Fagerberg, David. C Mowery and Richard R. Nelson, 380-407. Oxford: Oxford University Press.
Metze, Tamara, and Levelt Melika. 2012. "Barriers to Credible Innovations: Collaborative Regional Governance in the Netherlands." The Innovation Journal: the Public Sector Innovation Journal 17 (1).
Moore, Mark, and Jean Hartley. 2008. " Innovations in Governance." Public Management Review 10 (1):3-20.
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Sorensen, E., and J. Torfing. 2011. "Enhancing Collaborative Innovation in the Public Sector." Administration & Society 43 (8):842-868. doi: 10.1177/0095399711418768.
Stead, Dominic. 2014. "The Rise of Territorial Governance in European Policy." European Planning Studies 22 (7):1368- 1383.
Sørensen, Eva, and Susanne Boch Waldorff. 2014. "Collaborative policy innovation: Problems and potensial." The Innovation Journal: the Public Sector Innovation Journal 19 (3 article 2).
Teigen, Håvard. 2007. "Kommunane som nærings-og innovasjonsaktørar." In En innovativ forvaltning?, edited by Rolf Rønning and Håvard Teigen. Bergen: Fagbokforlaget.
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Teigen, Håvard, Toril Ringholm, and Nils Aarsæter. 2013. "Innovatør frå alders tid." In Innovative kommuner [Innovative municipalities], edited by Toril Ringholm, Håvard Teigen and Nils Aarsæter. Oslo: Cappelen Damm Akademisk.
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Øverland, E.F, I.B. Neumann, and E Dokk Holm. 2000. Norway 2030. Five scenarios on the Future of the Public sector in Norway. Oslo: Cappelen Academic Publishers.
Aalbu, Hallgeir, Kai Bôhme, and Åke Uhlin. 2008. Adminstrative reform - Agruments and values. Stocholm: Nordregio.
Aarsæter, Nils, and Toril Ringholm. 2011. "The Rural Municipality as Developer. Entreprenieural and Planning Modes in Community Development." Lex Localis- Journal of Local Self-Government 9 (4):373 - 387. doi: 10.4335/9.4.373-387(2011.
Albrechts, L, P Healey, and K.R Kunzmann. 2003. "Strategic Spatial Planning and Regional Governance in Europe." APA Journal 69 (2):113-129.
Alnes, Per Kristian, Katrine Gløtvold-Solbu, Svein Erik hagen, and Morten Ørbeck. 2012. Gjøviks rolle som regionsenter. [Gøvik's role as a regional centre]. Lillehammer: Østlandsforskning.
Amdam, J, and N Veggeland. 2011. Teorier om samfunnsstyring og planlegging. Oslo: Universitetsforlaget.
Amdam, Roar. 2014. "An Integrated planning, learning and innovation system in the dezentralized public sector; a Norwegian perspective." The Innovation Journal: the Public Sector Innovation Journal 19 (3):Article 3.
Asheim, Bjørn, and Meric S. Gertler. 2005. "The Geography of Innovation: Regional Innovation Systems." In The Oxford Handbook of Innovation, edited by Jan Fagerberg, David. C Mowery and Richard R. Nelson, 291-318. Oxford: Oxford University Press.
Barth, Fredrik. 1972. The Role of the Entrepreneur in Social Change in Nothern Noway. Oslo, Bergen, Tromsø: Universitetsforlaget.
Beetham, D, I Byrne, P Ngan, and S Weir. 2002. Democracy under Blair. A democratic Audit of the United Kingdom. London: Politico's Publishing.
Benhabib, Seyla, ed. 1996. Democreacy and difference. Contesting the boundaries of the political. Princeton: Princeton University Press.
Bommert, Ben. 2010. "Collaborative innovation in the public sector." International Public Management Review 11 (1):15 - 32.
Bråtå, Hans Olav, Ulla Higdem, Katrine Gløtvold-Solbu, and Mona Stokke. 2014. Partnerskap - positivt for regional utvikling og utfordrende for kommunal forankring. En evaluering av partnerskapsinstituttet i Oppland. Lillehammer: Østlandsforskning.
Edquist, Charles. 2005. "Systems of innovation." In The Oxford Handbook of Innovation, edited by Jan Fagerberg, David. C Mowery and Richard R. Nelson, 181-209. Oxford: Oxford University Press.
Fagerberg, Jan. 2005. "Innovation: A guide to the literature." In The Oxford handbook of innovation, edited by Jan Fagerberg, David. C Mowery and Richard R. Nelson, 1-28. Oxford: Oxford University Press.
Falleth, E. I, G Sandkjaer Hanssen, and I. L Saglie. 2011. "Challenges to democracy in Market- oriented Urban Planning in Norway." European Planning Studies 18 (5):737-753.
Gjøvik-kommune. 2014. Styringsdokument 2015 for Gjøvik kommune edited by Kommunestyret. Gjøvik: Gjøvik kommune
Gjøvikregionen. 2012a. Handlingsplan 2013. Gjøvik: Gjøvikregionen.
Gjøvikregionen. 2012b. Strategisk plan for Gjøvikregionen, 2012 - 2015. Gjøvikregionen.
Gjøvikregionen. 2012c. Årsrapport for Gjøvikregionen 2011. [Annual Report 2011]. Gjøvik: Gjøvikregionen.
Gjøvikregionen. 2013a. Heavyrock safari. A safari at the core of heavy rock in the region. . Youtube: Gjøvikregionen.
Gjøvikregionen. 2013b. "Stor-Oslo Nord [Bigger Oslo-Nord]." Gjøvikregionen Accessed 0303.
Gjøvikregionen. 2013c. Årsrapport for Gjøvikregionen [Annual report 2012]. Gjøvik: Gjøvikregionen.
Harpin, D. 2006. "The participation and democtratic potential and practise of interest groupa: between solidarity and representation." Public Administration 84 (4):919-949.
Hartley, J. 2008. "The Innovation landscape for public service organizations." In Managing to improve public services, edited by J Hartley. Cambridge: Cambridge University Press.
Hartley, Jean. 2005. "Innovation in Governance and Public Services: Past and Present." Public Money & Management:27 - 34.
Hartley, Jean, Eva Sørensen, and Jacob Torfing. 2013. "Collaborative Innovation: A Viable Alternative to Market Competition and Organizational Entreprenesurship." Public Administration Review. 73 (6):821-830.
Healey, P. 1998. "Building institutional capacity through collaborative approaches to urban planning." Environment and Planning 30 (9):1531 - 1546.
Healey, P. 2006. "Network Complexity and the Imaginative Power of Strategic Spatial Planning." In The Network Society. A new context for planning?, edited by Louis Albrechts and Seymour J. Mandelbaum, 146-160. London: Routledge.
Healey, P, G Cars, A Madanipour, and C de Magalhães. 2002. "Transforming Governance, Institutional Analysis and Institutional Capacity." In Urban Governance, Institutional Capacity and Social Milieux, edited by G Cars, P Healey, A Madanipour and de Magalhães. Aldershot: Ashgate.
Higdem, U. 2001. Visjoner i virkeligheten. Kan arbeid med visjoner bidra til økt legitimitet i samfunnsplanlegging? En kasusstudie fra Oppland. [Visions in reality. A case-study from Oppland]. Volda: Høgskulen i Volda.
Higdem, U. 2014. "The co-creation of regional futures: Facilitating action research in regional foresight." Futures (57):41-50.
Higdem, Ulla. 2015. "Assessing the impact of political partnerships on coordinated meta- governance of regional governance. ." Scandinavian Journal of Public Administration, forthcoming.
Hill, Michael. 2013. The Pubic Policy Process. 6 ed. Essex: Pearson.
Innes, J. E, and D. E Booher. 2010. Planning with Complexity. An introduction to collaberative rationality for public policy. London and New York: Routledge.
Knudsen, Jon P., ed. 2005. Sterke regioner - forskning og reform. [Strong regions- research and reform]. Bergen: Fagbokforlaget.
Knudsen, Jon P., Aase Marthe Johansen AHorrigmo, Erle Holstad Wright, and Tor Borgar hansen. 2014. "Piloting Regional Innovation or Mutch Ado about Nothing? - Evaluating the R&D Policy Initiative of Nordland, Norway." European Planning Studies. doi: 10.1080/09654313.2014.928673.
Larsen, Helge O. 1985. "Politisk entrepreneurskap og administrativ aktivisme." In Kommunalt tiltaksarbeid, edited by Helge O. Larsen and Nils Aarsæther, 55-79. Oslo: Universitetsforlaget.
Leknes, Einar, A Gjertsen, A.K Holmen Tennås, B Lindeløv, Jacob Aars, I Sletnes, and Asbjørn Røyseland. 2013. Interkommunalt samarbeid. Konsekvenser, muligheter og utfordringer. Stavanger: IRIS.
Lidström, Anders. 2007. "Territorial Governance in Transition." Regional and Federal Studies 17 (4):499- 508.
Maaløe, Erik. 2002. Casestudier. Af og om mennesker i organisationer. Århus: Akademisk.
Malerba, Franco. 2005. "Secorial systems of innovation." In The Oxford Handbook of Innovation, edited by Jan Fagerberg, David. C Mowery and Richard R. Nelson, 380-407. Oxford: Oxford University Press.
Metze, Tamara, and Levelt Melika. 2012. "Barriers to Credible Innovations: Collaborative Regional Governance in the Netherlands." The Innovation Journal: the Public Sector Innovation Journal 17 (1).
Moore, Mark, and Jean Hartley. 2008. " Innovations in Governance." Public Management Review 10 (1):3-20.
NCE, Raufoss. 2015. Nyhetsbrev fra NCE Raufoss [Newsletter from RCE Raufoss]. edited by NCE Raufoss: NCE Raufoss.
Næringsrådet. 2013. Handlingsplan for Gjøvikregionen Næringsråd 2013 (Action plan for the Business Council of the Gjøvik-region. Gjøvik: Gjøvikregionen.
Næringsrådet. 2014. "Velkommen til Gjøvikregionen Næringsråd [The Gjøvik-region's Council of Business]." Accessed 03.03.
Osborne, Stephen P., and Louise Brown. 2011. "Innovation, Public Policy and Public Services Delivery in the Uk. The Word That Would Be King?" Public Administration 89 (4):1335-1350. doi: 10.1111/j.1467-9299.2011.01932.x.
Ponzini, David, and Hugo Rossi. 2010. "Becoming a Creative City: The Entrepreneurial Mayor, Network Politics and the Promise of a Urban Renaissance." Urban Studies 47 (5):1037- 1057.
Powell, Walter W., and Stine Grodal. 2005. "Networks of Innovation." In The Oxford Handbook of Innovation, edited by Jan Fagerberg, David. C Mowery and Richard R. Nelson, 56-85. Oxford: Oxford University Press.
Rutten, Roel, and Frans Boekema. 2005. "Innovation, Policy and Economic Growth: Theory and Cases." European Planning Studies 13 (8):1131-1136.
Schön, D. 1987. Education the Reflective Practitioner, part one. San Fransisco: Jossey- Bass.
Sorensen, E., and J. Torfing. 2011. "Enhancing Collaborative Innovation in the Public Sector." Administration & Society 43 (8):842-868. doi: 10.1177/0095399711418768.
Stead, Dominic. 2014. "The Rise of Territorial Governance in European Policy." European Planning Studies 22 (7):1368- 1383.
Sørensen, Eva, and Susanne Boch Waldorff. 2014. "Collaborative policy innovation: Problems and potensial." The Innovation Journal: the Public Sector Innovation Journal 19 (3 article 2).
Teigen, Håvard. 2007. "Kommunane som nærings-og innovasjonsaktørar." In En innovativ forvaltning?, edited by Rolf Rønning and Håvard Teigen. Bergen: Fagbokforlaget.
Teigen, Håvard. 2013. "Kommunane som innovatørar." In Innovative kommuner, edited by Toril Ringholm, Håvard Teigen and Nils Aarsæter, 31-70. Oslo: Cappelen Damm Akademisk.
Teigen, Håvard, Toril Ringholm, and Nils Aarsæter. 2013. "Innovatør frå alders tid." In Innovative kommuner [Innovative municipalities], edited by Toril Ringholm, Håvard Teigen and Nils Aarsæter. Oslo: Cappelen Damm Akademisk.
Veggeland, N. 2005. "Sterke regioner og reformlogikk sett fra et europeisk regionalpolitisk perspektiv. [Strong regions and the logic of reform seen from the perspective of european regional policy]." In Sterke regioner - forskning og reform. [Strong regions - research and reform], edited by Jon P. Knudsen, 169-194. Bergen: Fagbokforlaget.
Øverland, E.F, I.B. Neumann, and E Dokk Holm. 2000. Norway 2030. Five scenarios on the Future of the Public sector in Norway. Oslo: Cappelen Academic Publishers.
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Artificial Intelligence and the Reconfiguration of Customer Relationship Management: An Integrated Theoretical Framework of Intelligent Capabilities, Value Creation, and Integration Conditions. (2025). Lex Localis - Journal of Local Self-Government, 23(11), 1654-1661. https://doi.org/10.52152/2d5bmn67
