IMPROVING THE ORGANIZATIONAL SOCIAL RESPONSIBILITY OF B2B COMPANIES THROUGH TECHNOLOGICAL READINESS WITH REGARD TO THE MEDIATING ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT BASED ON ARTIFICIAL INTELLIGENCE

Today, the issue of corporate social responsibility has become a pervasive phenomenon and even the main concern of organizations. Improving the social responsibility of an organization has a direct impact on the success of that organization. The purpose of the present study was to investigate the relationship between technology readiness, implementation of artificial intelligence-based customer relationship management, and promotion of corporate social responsibility of B2B companies active in Iran's auto parts supply industry. The present study was of applied purpose type and in terms of descriptive-survey method. The statistical sample of the present study was made up of 247 people, all managers and senior experts of the studied companies with at least 7 years of work experience. A questionnaire was used to collect research data, and its validity and reliability were confirmed through CVR and Cronbach's alpha indices. After collecting data in order to test research hypotheses, structural equation modeling method was used in Smart PLS software. The results of the research hypotheses test showed that technological readiness has a positive effect on corporate social responsibility and directly predicts 0.810 of the changes related to corporate social responsibility of the studied companies. Also, the analysis of the results showed that technology readiness through artificial intelligence-based customer relationship management has a positive effect on corporate social responsibility, and technology readiness indirectly predicts 0.493 of changes related to corporate social responsibility. Based on this, it can be acknowledged that the studied companies can take a step towards improving social responsibility by increasing technological readiness, strengthening infrastructure and also improving customer relationship management capabilities through artificial intelligence.