A Qualitative Study on Analysing the Role of Mimicking Technology in Electronic Customer Relationship Management: A Case of Service Sector

Abstract

The mimicking technology comprises the use of Artificial Intelligence and machine learning in order to play a crucial role in electronic customer relationship management (e-CRM). E-CRM involves managing a business relationship with both present and potential customers. The purpose of this chapter is to assess the role of human mimicking technology in electronic customer relationship management specifically for the service sector. This study performs a qualitative study–based exploratory research utilising in-depth interviews with 10 experts. It has been carried out through structured interviews with academic and professional experts through MoSCoW prioritisation method through adopted a mimicking technology based customer feeling exposure based scale. Findings will be based on expert opinion by using the adopted scale. The outcome analysis of MoSCoW method reported that mimicking technology–based customer feeling exposure factors like ‘Customer understanding’ and ‘Relationaliztion’ are found to be prioritised under the ‘must have’ category, while factors like ‘Positioning’ and ‘Price/Cost’ are found to be placed under the ‘should have’ category. Subsequently, factors like ‘Promotion/Communication’ come under ‘could have’ category, whereas the factor i.e. ‘Place/Convenience’ falls under ‘won't have’ category. This study provides valuable insights into different service sectors in direction to use of mimicking technologies for managing the relationships with existing and prospective customers. Based on authors' knowledge, this study firstly bridges the gap between human mimicking technologies in e-CRM. This study attempts to simplify the prioritisation of mimicking technologies factors.

Citation

Singh, P., Kushwaha, R. and Kushwaha, J. (2025), "A Qualitative Study on Analysing the Role of Mimicking Technology in Electronic Customer Relationship Management: A Case of Service Sector", Kumar, A., Ciddikie, M.D., Kashyap, A.K. and Akram, H.W. (Ed.) Marketing 5.0, Emerald Publishing Limited, Leeds, pp. 103-119. https://doi.org/10.1108/978-1-83797-815-120251008