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The Impact of AI-enabled Crm on Marketing in Small and Medium-sized E-commerce Businesses

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dc.contributor.advisorArtinger, Florian
dc.contributor.advisorMantel, Peter
dc.contributor.authorRanu Dongra
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2024-01-15
dc.date.accessioned2025-12-02T10:34:54Z
dc.date.available2025-12-02T10:34:54Z
dc.date.issued2023
dc.description.abstractAI-GENERATED ABSTRACT: 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, Personalisationen
dc.description.degreeMA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: 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...............................................................................................53en
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/1045
dc.language.isoeng
dc.subjectAi-Enabled Crm
dc.subjectCrm
dc.subjectE-Commerce
dc.subjectMarketing
dc.subjectPersonalisation
dc.subjectSegmentation
dc.subjectSmall And Medium-Sized Businesses
dc.subjectArtificial Intelligent (Ai)
dc.titleThe Impact of AI-enabled Crm on Marketing in Small and Medium-sized E-commerce Businesses
dc.typeThesis

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