Understanding Customer Perspectives on AI Integration in CRM Systems and its Effect on User Experience and Engagement

Abstract

This thesis investigates the integration of Artificial Intelligence (AI) into Customer Relationship Management (CRM) systems, focusing on how machine learning (ML) and deep learning (DL) enhance operational efficiency and user experience. The research highlights how ease of use and usefulness enhance CRM systems, while the quality of consumer interactions improves system usage, user experience, and engagement Findings reveal that customers value AI's ability to streamline processes and improve service quality, with positive impacts on system engagement and satisfaction.