New researches in Islamic humanities studies

New researches in Islamic humanities studies

The effect of artificial intelligence in improving organizational performance with an emphasis on the organization-customer (C2B) model of the call center of Raitel Communication Services Company

Document Type : Original Article

Authors
1 Department of Management, Payame Noor University, Tehran, Iran.
2 Department of Management, Payame Noor University, Tehran, Iran
Abstract
Objective: The main objective of this study is to investigate the impact of artificial intelligence on enhancing organizational performance with an emphasis on the organization customer (C2B) model in the call center of Rightel Communication Services Company.
Method: This applied descriptive-correlational study was conducted among 158 employees, managers, and experts of Rightel Communication Services Company’s call center using a census method. Data were collected through a standardized questionnaire measuring innovation skills, internal social capital, brand orientation, artificial intelligence, and organizational performance based on established scales from previous studies. The questionnaire’s reliability was confirmed with a Cronbach’s alpha of 0.87. Data were analyzed using SPSS 22 and LISREL 8.8 through the Kolmogorov Smirnov test, structural equation modeling, and hierarchical analysis.
Results: The results indicate that artificial intelligence mediates the relationship between employees’ innovation skills, internal social capital, brand orientation, and organizational performance within the B2C model in Rightel Company.
Conclusions: The application of artificial intelligence in organizations can enhance organizational performance by strengthening employees’ innovation capabilities, developing internal social capital, and improving brand orientation. Therefore, the purposeful use of artificial intelligence technologies in call centers and communication service organizations can improve customer interactions and increase organizational efficiency.

Graphical Abstract

The effect of artificial intelligence in improving organizational performance with an emphasis on the organization-customer (C2B) model of the call center of Raitel Communication Services Company
Keywords
Subjects

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