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Driving AI-integrated CRM adoption in emerging markets: the role of attitude and perceived usefulness insights from Ecuadorian organizations Michael S. Simba-Herrera; Andrés Robalino-López & Zanna Aniscenko DOI: doi.org/10.1108/MRJI...
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Purpose. Currently, the adoption and enhancement of business systems with artificial intelligence (AI) has become a priority for all types of organizations. Understanding these dynamics and properly…
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Driving AI-integrated CRM adoption in emerging markets: the role of attitude and perceived usefulness insights from Ecuadorian organizations
Iberoamerican AOM