Publication: The Impact of AI-enabled Crm on Marketing in Small and Medium-sized E-commerce Businesses
| dc.contributor.advisor | Artinger, Florian | |
| dc.contributor.advisor | Mantel, Peter | |
| dc.contributor.author | Ranu Dongra | |
| dc.contributor.department | Faculty of Business Administration | |
| dc.date.accessioned | 2024-01-15 | |
| dc.date.accessioned | 2025-12-02T10:34:54Z | |
| dc.date.available | 2025-12-02T10:34:54Z | |
| dc.date.issued | 2023 | |
| dc.description.abstract | This thesis aims to examine the impact of AI-enabled Customer Relationship Management (CRM) in small and medium-sized e-commerce businesses in Germany and India. The adoption of Artificial Intelligence (AI) in CRM is emerging as a solution for businesses in their marketing operations. The research addresses the competitive advantages including customer personalisation, segmentation, lead generation, targeting, data, and predictive analysis. This study gathers a mix of qualitative and quantitative approaches where survey respondents (N=30) and Interviews (N=10) include case studies of marketing professionals and executives. The research questions are analysed with two hypotheses which explains the value of AI in CRM for small and medium sized e-commerce businesses. The AI features in CRM provided by MoEngage are deeply analysed. The results show e-commerce businesses improve customer engagement and sales by effective personalisation and segmentation after implementation of AI-enabled CRM. Keywords: Artificial Intelligent (AI), CRM, AI-enabled CRM, small and medium-sized businesses, e-commerce, marketing, Segmentation, Personalisation | en |
| dc.description.degree | MA | |
| dc.description.tableofcontents | Table of Contents abstract..........................................................................................................v 1. Introduction................................................................................................1 1.1. Hypothesis........................................................................................2 2. Literature Review......................................................................................2 2.1. Artificial Intelligence (ai).................................................................2 2.2. Ai Transforming Crm in E-commerce..............................................8 2.3. Importance of Ai-enabled Crm.......................................................11 2.4. Ai-enabled Crm Adds Value to Small and Medium E-commerce Businesses.......................................................................................12 2.5. Crm in India and Germany..............................................................14 2.6. Challenges Faced by Small and Medium-sized E-commerce Businesses......................................................................................15 2.7. Moengage.......................................................................................17 2.7.1. About Moengage........................................................................17 2.7.2. Ai-enabled Crm Moengage: Sherpa..........................................19 2.7.3. Deeper Insights on Moengage Ai Capabilities in Crm.................20 2.7.3.1. How Does it Actually Predict?..........................................21 3. Research Methodology............................................................................21 3.1. Research Design..............................................................................22 3.2. Sampling..........................................................................................22 3.2.1. Qualitative Interviews...........................................................22 3.2.2. Survey...................................................................................23 3.3. Data Collection................................................................................23 3.3.1. Qualitative Interviews...........................................................23 3.4. Survey Forms................................................................................25 3.5. Data Analysis..................................................................................25 3.5.1. Interviews Analysis...............................................................25 3.5.2. Survey Analysis.....................................................................25 3.6. Validity and Reliability.......................................................................25 3.7. Ethical Considerations.....................................................................26 4. Results......................................................................................................26 4.1. Interview Results.............................................................................26 4.2. Survey Results................................................................................31 5. Discussions...............................................................................................35 5.1. H1: Implementing Ai-enabled Crm Systems in Small and Medium-sized E-commerce Businesses Improves Customer Engagement and Personalisation............................................................................35 5.2. H2: Small and Medium-sized E-commerce Businesses That Adopt Ai-enabled Crm Systems in India and Germany Experience Improved Customer Targeting and Segmentation........................................................38 6. Limitations and Scope for Future Research.................................................39 7. Conclusion................................................................................................39 8. References...............................................................................................41 9. Appendices...............................................................................................53 | en |
| dc.identifier.uri | https://hdl.handle.net/20.500.14938/1045 | |
| dc.language.iso | eng | |
| dc.publisher | Berlin International University of Applied Sciences | |
| dc.rights | In Copyright - Educational Use Permitted | en |
| dc.rights.uri | https://rightsstatements.org/vocab/InC-EDU/1.0/ | |
| dc.subject | Ai-Enabled Crm | |
| dc.subject | Crm | |
| dc.subject | E-Commerce | |
| dc.subject | Marketing | |
| dc.subject | Personalisation | |
| dc.subject | Segmentation | |
| dc.subject | Small AND Medium-Sized Businesses | |
| dc.subject | Artificial Intelligent (AI) | |
| dc.title | The Impact of AI-enabled Crm on Marketing in Small and Medium-sized E-commerce Businesses | |
| dc.type | Thesis | |
| dspace.entity.type | Publication | |
| local.institution.nameChangeNote | Issuing Body Note: BAU International Berlin University of Applied Sciences and Berlin International University of Applied Sciences are the former names of Whitecliffe University of Applied Sciences | |
| relation.isAdvisorOfPublication | 8d381b66-0f36-4635-86c8-c6cdcb4f215b | |
| relation.isAdvisorOfPublication | 2b0deb88-bf7f-4472-82b1-1e8bbb45bacb | |
| relation.isAdvisorOfPublication.latestForDiscovery | 8d381b66-0f36-4635-86c8-c6cdcb4f215b |
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