Assessing the AI-CRM technology capability for sustaining family businesses in times of crisis: the moderating role of strategic intent

Purpose This study assesses the capability of artificial intelligence integrated customer relationship management (AI-CRM) technology for sustaining family businesses in times crisis, such as COVID-19 pandemic. The also investigates moderating role strategic intent crisis. Design/methodology/approach authors used dynamic view theory and related literature on business adoption to develop a conceptual model. model has been validated using structural equation modeling technique considering 332 usable responses from people India involved adoption. uses multigroup analysis examine intent. Findings finds that AI-CRM significantly positively impacts capabilities businesses, sensing, seizing transforming capabilities, which turn influences their sustainability during crises. highlights significant impact firms uncertain times. Practical implications highlighted importance adopt its influence capabilities. provides important inputs regarding new technologies significance documents could help survive is conducted thus cannot be generalized. Originality/value table unique it Moreover, proposed theoretical with explanative power 71%.