Exploring the relationship between GenAI-CRM and market effectiveness: the moderating role of top management support and technology turbulence

Purpose – Embedding GenAI competencies into customer relationship management (CRM) could arguably improve customer relationship performance (CURP) and could eventually influence market effectiveness (MREF) and sales growth. Thus, the present research work investigates the effects of combining GenAI competency and CRM capabilities on customer relationship and organizational sales performance. We also examine the role of two moderators, such as technology turbulence (TT) and top management support (TMS), and the way they can influence the main relationships. Design/methodology/approach – Drawing on extant literature and theories, a model has been proposed and later tested deploying PLS-SEM by analysing the responses of 492 employees based in different firms where AI technology was used. Findings – This study finds that effective use of GenAI capability, like GenAI moderated by TMS and TT, could eventually improve firms’ MREF and firms’ CRM performance. Originality/value – The present work contributes threefold. Firstly, the study investigates the impact of GenAI competency on CRM capabilities. Secondly, this work examines the impact of CRM performance on the MREF of the organization. Third, the authors contribute to the existing literature by examining the moderating role of internal and external market forces, i.e. TMS and TT, in impacting the relationship between GenAI competency and the effectiveness of social marketing efforts, i.e. CRM capabilities.