Evaluating The Efficacy Of AI-Enhanced CRM Tools In Enhancing User Experience In Indian Online Shopping

Abstract

This research investigates how AI-driven CRM systems influence customer satisfaction levels within India's e-commerce market specifically looking at consumer electronics. The research uses structural equation modeling to assess how AI-enabled personalization, responsiveness, transparency and customer engagement improve customer experiences. The study methodology involves surveying users between 19-40 years old from leading e-commerce platforms and utilizes validated scales to assess different CRM constructs. The research shows that AI-based personalization and responsiveness lead to major customer satisfaction improvements but transparency and engagement serve as important secondary factors. The research emphasizes AI integration as a key strategy to boost operational efficiency while simultaneously building customer trust and loyalty. E-commerce managers need these insights to effectively use AI technologies for maintaining competitive advantage and boosting customer retention in India's fast-changing market.