Thesis Abstract

Abstract
This thesis investigates the impact of artificial intelligence (AI) on customer relationship management (CRM) within the retail industry. The integration of AI technologies in CRM systems has revolutionized the way businesses interact with their customers, enabling personalized interactions, predictive analytics, and enhanced customer experiences. The study delves into the implications of AI implementation in CRM processes, focusing on its influence on customer engagement, satisfaction, and loyalty in the retail sector. Chapter One provides an introduction to the research topic, presenting the background of the study, problem statement, objectives, limitations, scope, significance, and structure of the thesis. The definitions of key terms relevant to the study are also outlined to facilitate a comprehensive understanding of the research context. Chapter Two comprises a thorough literature review that explores existing research on AI applications in CRM and its effects on customer relationships in retail settings. The review encompasses ten key themes, including AI technologies in CRM, customer segmentation, personalized marketing, predictive analytics, chatbots, recommendation systems, virtual assistants, sentiment analysis, customer feedback analysis, and CRM performance metrics. Chapter Three elucidates the research methodology employed in this study, detailing the research design, data collection methods, sampling techniques, data analysis procedures, and ethical considerations. It presents the rationale behind the chosen methodology and how it aligns with the research objectives to ensure the rigor and validity of the findings. Chapter Four presents an in-depth discussion of the research findings, analyzing the impact of AI on customer relationship management in retail. The chapter explores the implications of AI technologies on customer engagement strategies, customer satisfaction levels, brand loyalty, and overall business performance. It also discusses the challenges and opportunities associated with integrating AI into CRM systems and offers recommendations for retailers seeking to leverage AI for enhancing customer relationships. Chapter Five concludes the thesis by summarizing the key findings, implications, and contributions of the study. It highlights the practical implications of the research for retail businesses looking to adopt AI-driven CRM strategies and identifies areas for future research to further explore the evolving landscape of AI in customer relationship management within the retail industry. In conclusion, this thesis sheds light on the transformative potential of AI in reshaping customer relationships in the retail sector. By harnessing the power of AI technologies in CRM processes, businesses can gain a competitive edge, drive customer engagement, and foster long-term customer loyalty in the dynamic and highly competitive retail landscape.

Thesis Overview