Thesis Abstract

Abstract
This thesis examines the impact of artificial intelligence (AI) on customer relationship management (CRM) in the retail industry. With the rapid advancement of technology, AI has become a prominent tool in enhancing customer interactions and personalization. The retail industry, being highly competitive, is continuously seeking innovative ways to attract and retain customers. This study aims to analyze how AI technologies are transforming CRM practices in the retail sector and the implications for businesses and customers alike. The research begins with an exploration of the background of AI and CRM, highlighting the evolution of these concepts and their significance in the retail industry. The problem statement identifies the challenges faced by retailers in adapting to AI-driven CRM systems and the potential benefits they offer. The objectives of the study are to assess the effectiveness of AI in improving customer relationships, analyze the limitations of AI implementation in CRM, and determine the scope and significance of AI-enabled CRM in the retail sector. A comprehensive literature review presents ten key themes related to AI and CRM in the retail industry. These include the role of AI in customer segmentation, personalized marketing strategies, predictive analytics, chatbots, virtual assistants, sentiment analysis, recommendation systems, data security, ethical considerations, and the impact on customer experiences. The review synthesizes existing research and provides insights into current trends and best practices in AI-driven CRM. The research methodology section outlines the approach taken to investigate the impact of AI on CRM in the retail industry. The study employs a mixed-methods research design, combining qualitative interviews with retail industry experts and quantitative surveys of customers to gather data on their perceptions and experiences with AI-enabled CRM systems. The methodology also includes data analysis techniques such as thematic analysis and regression analysis to interpret the findings. The findings section presents a detailed analysis of the data collected, highlighting the key insights from both the expert interviews and customer surveys. The discussion delves into the implications of AI on CRM practices, including the benefits of personalization, improved customer engagement, operational efficiency, and competitive advantage. The findings also address the challenges and limitations of AI implementation, such as data privacy concerns, algorithm bias, and the need for human oversight. In conclusion, this thesis summarizes the implications of AI on CRM in the retail industry and offers recommendations for businesses looking to leverage AI technologies effectively. The study underscores the importance of balancing automation with human touchpoints in customer interactions and emphasizes the need for ethical AI practices to build trust with customers. Overall, the research contributes to the growing body of knowledge on AI-driven CRM in the retail sector and provides valuable insights for businesses seeking to enhance customer relationships through technology.

Thesis Overview