Adoption of AI-CRM systems in SMEs: A TAM and TOE Framework analysis
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2025-07-07
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en
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Adopting Artificial Intelligence in Customer Relationship Management (AI-CRM) poses both significant opportunities and challenges for small and medium-sized enterprises (SMEs). While AI-CRM can enhance personalization, efficiency, and marketing outcomes, its adoption remains limited across SMEs due to organizational constraints and environmental uncertainty. This study investigates the impact of technology acceptance (TAM) and contextual (TOE) factors on AI-CRM adoption in SMEs across European companies. Drawing on a sample of 112 respondents, a multiple linear regression analysis was conducted to investigate how different factors influence adoption behavior. Results indicate that management support and competitive pressure are significant drivers of AI-CRM adoption, while factors such as perceived usefulness and ease of use are not statistically significant. Findings suggest that adoption is less influenced by individual perceptions and more by strategic and organizational readiness. This study contributes to the growing body of hybrid adoption models, offering practical insights for SME managers, technology providers, and policymakers seeking to accelerate AI integration in marketing functions. It emphasizes the need for leadership involvement, tailored support by firm size, and strategic framing of AI as a value-generating tool.
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Faculteit der Managementwetenschappen