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Transforming CRM: Effect on Service Sector Optimization by Mediation of AI Innovations in the Horn of Africa
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Author(s): Shashi Kant (Bule Hora University, Ethiopia), Aynetu Terefe (Bule Hora University, Ethiopia)and Metasebia Adula (Bule Hora University, Ethiopia)
Copyright: 2025
Pages: 24
Source title:
AI Innovations for Customer Experience Optimization in the Service Sector
Source Author(s)/Editor(s): Mourad Aarabe (Sidi Mohamed Ben Abdellah University, Morocco), Nouhaila Ben Khizzou (Sidi Mohamed Ben Abdellah University, Morocco), Lhoussaine Alla (Sidi Mohamed Ben Abdellah University, Morocco)and Ahmed Benjelloun (Sidi Mohamed Ben Abdellah University, Morocco)
DOI: 10.4018/979-8-3373-0918-7.ch006
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Abstract
This investigation investigates the transformative influence of Customer Relationship Management (CRM) and Artificial Intelligence (AI) innovation on service industry sustainability. Utilizing a quantitative investigation approach, we analyze data from various service-oriented organizations to explore the relationships among CRM transformation, AI integration, and service optimization. The outcomes reveal that influence CRM transformation significantly enhances service delivery, while AI innovation serves as a crucial mediator that amplifies these influences. This investigation underscores the importance of aligning CRM strategies with AI technologies to augment customer engagement and operational efficiencies. The outcomes not only contribute to the theoretical understanding of these constructs but also depict real life insights for managers aiming to optimize service sustainability. Recommendations for future investigation include exploring contextual determinants influencing these relationships and investigating specific AI applications within CRM systems.
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