{"id":"https://openalex.org/W7208833838","doi":"https://doi.org/10.59413/ajocs/v7.i5.11","title":"Evaluating the Potential of Artificial Intelligence in Improving Business Intelligence in Lusaka: A Case Study of Airtel Zambia","display_name":"Evaluating the Potential of Artificial Intelligence in Improving Business Intelligence in Lusaka: A Case Study of Airtel Zambia","publication_year":2026,"publication_date":"2026-09-05","ids":{"openalex":"https://openalex.org/W7208833838","doi":"https://doi.org/10.59413/ajocs/v7.i5.11"},"language":"en","primary_location":{"id":"doi:10.59413/ajocs/v7.i5.11","doi":"https://doi.org/10.59413/ajocs/v7.i5.11","is_oa":true,"landing_page_url":"https://doi.org/10.59413/ajocs/v7.i5.11","pdf_url":"https://ijcsacademia.com/index.php/journal/article/download/722/582","source":{"id":"https://openalex.org/S4387292217","display_name":"African Journal of Commercial Studies","issn_l":"2958-2326","issn":["2958-2326"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"African Journal of Commercial Studies","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://ijcsacademia.com/index.php/journal/article/download/722/582","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5150174208","display_name":"Lucas Bubblegum Ngulube","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I28046988","display_name":"Kwame Nkrumah University of Science and Technology","ror":"https://ror.org/00cb23x68","country_code":"GH","type":"education","lineage":["https://openalex.org/I28046988"]},{"id":"https://openalex.org/I4210132509","display_name":"Kwame Nkrumah University","ror":"https://ror.org/02ykdz073","country_code":"ZM","type":"education","lineage":["https://openalex.org/I4210132509"]}],"countries":["GH","ZM"],"is_corresponding":false,"raw_author_name":"Lucas Bubblegum Ngulube","raw_affiliation_strings":["Kwame Nkrumah University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Kwame Nkrumah University","institution_ids":["https://openalex.org/I28046988","https://openalex.org/I4210132509"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5083412401","display_name":"Mukwalikuli Mundia","orcid":"https://orcid.org/0009-0003-4923-7340","observed_orcids":["https://orcid.org/0009-0003-4923-7340"]},"institutions":[{"id":"https://openalex.org/I28046988","display_name":"Kwame Nkrumah University of Science and Technology","ror":"https://ror.org/00cb23x68","country_code":"GH","type":"education","lineage":["https://openalex.org/I28046988"]},{"id":"https://openalex.org/I4210132509","display_name":"Kwame Nkrumah University","ror":"https://ror.org/02ykdz073","country_code":"ZM","type":"education","lineage":["https://openalex.org/I4210132509"]}],"countries":["GH","ZM"],"is_corresponding":false,"raw_author_name":"Mukwalikuli Mundia","raw_affiliation_strings":["Kwame Nkrumah University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Kwame Nkrumah University","institution_ids":["https://openalex.org/I28046988","https://openalex.org/I4210132509"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.53694027,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"7","issue":"5","first_page":"75","last_page":"82"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.9189000129699707,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.9189000129699707,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.021700000390410423,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11891","display_name":"Big Data and Business Intelligence","score":0.014299999922513962,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"artificial intelligence","score":0.9549999833106995},{"id":"https://openalex.org/keywords/business-intelligence","display_name":"business intelligence","score":0.996999979019165},{"id":"https://openalex.org/keywords/customer-service","display_name":"customer service","score":0.9509999752044678},{"id":"https://openalex.org/keywords/telecommunications","display_name":"telecommunications","score":0.41100001335144043},{"id":"https://openalex.org/keywords/ai-chatbots","display_name":"AI chatbots","score":0.8690000176429749},{"id":"https://openalex.org/keywords/technology-acceptance","display_name":"technology acceptance","score":0.5},{"id":"https://openalex.org/keywords/organizational-readiness","display_name":"organizational readiness","score":0.8370000123977661},{"id":"https://openalex.org/keywords/personalization","display_name":"personalization","score":0.6359999775886536},{"id":"https://openalex.org/keywords/data-governance","display_name":"data governance","score":0.8109999895095825},{"id":"https://openalex.org/keywords/lusaka","display_name":"Lusaka","score":0.7379999756813049}],"concepts":[{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.5494999885559082},{"id":"https://openalex.org/C170130773","wikidata":"https://www.wikidata.org/wiki/Q216378","display_name":"Usability","level":2,"score":0.5364999771118164},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.536300003528595},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.492000013589859},{"id":"https://openalex.org/C2779041454","wikidata":"https://www.wikidata.org/wiki/Q870780","display_name":"Chatbot","level":2,"score":0.48179998993873596},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.47110000252723694},{"id":"https://openalex.org/C2984334869","wikidata":"https://www.wikidata.org/wiki/Q1060653","display_name":"Customer service","level":3,"score":0.38670000433921814},{"id":"https://openalex.org/C2767350","wikidata":"https://www.wikidata.org/wiki/Q6662173","display_name":"Business intelligence","level":2,"score":0.38109999895095825},{"id":"https://openalex.org/C39896193","wikidata":"https://www.wikidata.org/wiki/Q380344","display_name":"Descriptive statistics","level":2,"score":0.34389999508857727},{"id":"https://openalex.org/C180198813","wikidata":"https://www.wikidata.org/wiki/Q121182","display_name":"Information system","level":2,"score":0.33320000767707825},{"id":"https://openalex.org/C107327155","wikidata":"https://www.wikidata.org/wiki/Q330268","display_name":"Decision support system","level":2,"score":0.30250000953674316},{"id":"https://openalex.org/C110354214","wikidata":"https://www.wikidata.org/wiki/Q6314146","display_name":"Engineering management","level":1,"score":0.30250000953674316},{"id":"https://openalex.org/C174107131","wikidata":"https://www.wikidata.org/wiki/Q191591","display_name":"Emotional intelligence","level":2,"score":0.30000001192092896},{"id":"https://openalex.org/C121017731","wikidata":"https://www.wikidata.org/wiki/Q11661","display_name":"Information technology","level":2,"score":0.2752000093460083},{"id":"https://openalex.org/C2776185967","wikidata":"https://www.wikidata.org/wiki/Q112945","display_name":"Technology acceptance model","level":3,"score":0.26840001344680786},{"id":"https://openalex.org/C79158427","wikidata":"https://www.wikidata.org/wiki/Q485396","display_name":"Analytics","level":2,"score":0.262800008058548},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.26179999113082886},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.2599000036716461},{"id":"https://openalex.org/C70388272","wikidata":"https://www.wikidata.org/wiki/Q5968558","display_name":"IBM","level":2,"score":0.2502000033855438}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.59413/ajocs/v7.i5.11","doi":"https://doi.org/10.59413/ajocs/v7.i5.11","is_oa":true,"landing_page_url":"https://doi.org/10.59413/ajocs/v7.i5.11","pdf_url":"https://ijcsacademia.com/index.php/journal/article/download/722/582","source":{"id":"https://openalex.org/S4387292217","display_name":"African Journal of Commercial Studies","issn_l":"2958-2326","issn":["2958-2326"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"African Journal of Commercial Studies","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.59413/ajocs/v7.i5.11","doi":"https://doi.org/10.59413/ajocs/v7.i5.11","is_oa":true,"landing_page_url":"https://doi.org/10.59413/ajocs/v7.i5.11","pdf_url":"https://ijcsacademia.com/index.php/journal/article/download/722/582","source":{"id":"https://openalex.org/S4387292217","display_name":"African Journal of Commercial Studies","issn_l":"2958-2326","issn":["2958-2326"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"African Journal of Commercial Studies","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","display_name":"Industry, innovation and infrastructure","score":0.4943999946117401}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7208833838.pdf","grobid_xml":"https://content.openalex.org/works/W7208833838.grobid-xml"},"referenced_works_count":20,"referenced_works":["https://openalex.org/W1721421031","https://openalex.org/W1791587663","https://openalex.org/W1973673633","https://openalex.org/W2100379340","https://openalex.org/W2141975087","https://openalex.org/W2405187948","https://openalex.org/W2422895071","https://openalex.org/W2735541318","https://openalex.org/W2786141192","https://openalex.org/W2795037203","https://openalex.org/W2894528744","https://openalex.org/W2934302500","https://openalex.org/W2967024383","https://openalex.org/W2978346165","https://openalex.org/W3028999579","https://openalex.org/W3094793347","https://openalex.org/W4280577403","https://openalex.org/W4317748910","https://openalex.org/W4379141359","https://openalex.org/W4381705785"],"related_works":["https://openalex.org/W7216847774","https://openalex.org/W7220071952","https://openalex.org/W7169841856","https://openalex.org/W7214926526","https://openalex.org/W7172536314","https://openalex.org/W7163885312","https://openalex.org/W7223097161","https://openalex.org/W4394969240","https://openalex.org/W7172233827","https://openalex.org/W4400983709"],"abstract_inverted_index":{"Artificial":[0],"Intelligence":[1,11],"(AI)":[2],"is":[3],"increasingly":[4],"being":[5],"integrated":[6],"into":[7],"customer-service":[8,20,136,202],"and":[9,19,59,62,122,138,156,183,198,208,220,226,253,264],"Business":[10],"(BI)":[12],"environments,":[13],"but":[14,146,248],"evidence":[15,88],"on":[16],"the":[17,32,52,56,60,104,116,133,139,151,193],"readiness":[18,229],"implications":[21],"of":[22,34,103,135,141,153,166,195,215],"such":[23],"integration":[24],"in":[25,45,201],"Zambia":[26,44,94,239],"remains":[27],"limited.":[28],"This":[29],"study":[30,48,235],"evaluated":[31],"potential":[33],"AI":[35,176,258],"to":[36],"improve":[37],"BI":[38,196],"for":[39,112,160,244],"customer":[40,246],"service":[41,162],"at":[42],"Airtel":[43,80,93,238],"Lusaka.":[46],"The":[47,97,127,189,234],"was":[49,72,89,119,163,230],"guided":[50],"by":[51,255],"Technology":[53],"Acceptance":[54],"Model,":[55],"Technology-Organisation-Environment":[57],"framework":[58],"DeLone":[61],"McLean":[63],"Information":[64],"Systems":[65],"Success":[66],"Model.":[67],"A":[68],"mixed-method":[69],"case-study":[70],"design":[71],"adopted.":[73],"Quantitative":[74],"data":[75,199,260],"were":[76,110,148,211,222],"obtained":[77,90],"from":[78,91],"52":[79],"subscribers":[81,131],"through":[82],"a":[83,241],"structured":[84],"questionnaire,":[85],"while":[86,115,204],"contextual":[87],"one":[92],"IT":[95,190],"Director.":[96],"achieved":[98],"subscriber":[99,113,125],"sample":[100],"represented":[101],"52.5%":[102],"intended":[105],"99":[106],"respondents.":[107],"Descriptive":[108],"statistics":[109],"used":[111],"responses,":[114],"key-informant":[117],"response":[118],"analysed":[120],"thematically":[121],"compared":[123],"with":[124],"evidence.":[126],"findings":[128],"showed":[129],"that":[130,206,237],"viewed":[132],"accuracy":[134],"information":[137],"usability":[140],"Airtel's":[142],"digital":[143],"platforms":[144],"positively,":[145],"perceptions":[147],"weaker":[149],"regarding":[150],"use":[152,174,194],"previous":[154],"interactions":[155],"personalised":[157],"recommendations.":[158,188],"Support":[159],"AI-enabled":[161,245],"stronger:":[164],"78.4%":[165,172],"valid":[167],"respondents":[168],"preferred":[169],"WhatsApp":[170],"communication,":[171],"would":[173],"an":[175],"chatbot":[177],"if":[178],"it":[179],"provided":[180],"instant":[181],"responses":[182],"81.6%":[184],"wanted":[185],"usage-based":[186],"bundle":[187],"Director":[191],"confirmed":[192],"systems":[197],"analytics":[200],"decisions,":[203],"reporting":[205],"infrastructure":[207],"AI-related":[209],"expertise":[210],"only":[212],"partially":[213],"capable":[214],"supporting":[216],"AI.":[217],"Management":[218],"support":[219],"funding":[221],"reported":[223],"as":[224,232],"available":[225],"overall":[227],"organizational":[228],"rated":[231],"ready.":[233],"concludes":[236],"has":[240],"meaningful":[242],"foundation":[243],"service,":[247],"implementation":[249],"should":[250],"be":[251],"phased":[252],"accompanied":[254],"stronger":[256],"infrastructure,":[257],"skills,":[259],"governance,":[261],"human":[262],"escalation":[263],"customer-visible":[265],"personalisation.":[266]},"counts_by_year":[],"updated_date":"2026-10-28T10:33:24.094632","created_date":"2026-09-06T00:00:00"}