Harnessing AI for Enhanced CRM: Insights into Customer Satisfaction, Loyalty and Retention

Abstract

This study explores the impact of artificial intelligence (AI) on customer relationship management (CRM) by employing a quantitative research approach. The research draws on data collected through a structured questionnaire. A deductive approach guides the investigation, beginning with hypotheses derived from a thorough literature review and progressing to empirical testing using statistical tools and data visualization. The research employs SPSS software for data analysis, leveraging descriptive and inferential statistics to uncover patterns, trends, and correlations. A simple random sampling technique was adopted to select 101 respondents, ensuring diverse participation and generalizable results. Key variables examined include AI’s influence on customer satisfaction, loyalty, and retention, as well as the challenges and benefits of AI implementation in CRM. Findings from this study are expected to provide valuable insights into the transformative potential of AI in enhancing customer engagement and fostering loyalty. By highlighting both opportunities and challenges, the research contributes to a deeper understanding of AI’s role in CRM and offers evidence-based recommendations for businesses aiming to integrate AI technologies into their strategies.