Transforming CRM: Effect on Service Sector Optimization by Mediation of AI Innovations in the Horn of Africa

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.