Salar Basiri
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Ahmad Rahmanzad Masouleh
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Hossein Hajati Mobarhan Fumani
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mohammadali Bakhshizanjirani
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mirmohammad Seyednouri
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mercede Ostadsandiani
PhD in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Ali Farzpourmachiani
Postdoctoral research fellow in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mahmoud Daneshfar
Postdoctoral research fellow in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Amir Khodadadi Parashkouh
Postdoctoral research fellow in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Jalal Izadi Jorshari
Postdoctoral research fellow in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mehrdad Fojlaley
Academician member of the European Academy of Sciences, Professor in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Mehdi Farzpourmachiani
Academician member of the European Academy of Sciences, Assistant professor in entrepreneurship, department of entrepreneurship, Technofest Institute of Technology University (TITU). Erquelinnes, Belgium
Abstract
This research aims to examine the influence of artificial intelligence-based electronic customer relationship management (e-CRM) capabilities on digital innovation, considering their role in competitive advantage in online businesses. The population of this study consisted of all employees of online businesses. The sample was selected using non-probability convenient sampling, with 395 participants completing the questionnaires. The collected data were analyzed using structural equation modeling through SPSS24 and AMOS24 software. The analysis of data gathered from electronic questionnaires revealed that the technical capability of AI-based e-CRM has a positive and significant effect on competitive advantage. The service capability of AI-based e-CRM also has a positive and significant impact on competitive advantage. The interactive capability of AI-based e-CRM shows a positive and significant effect on competitive advantage. Competitive advantage, in turn, has a positive and significant impact on digital innovation.