Advisers

Dr. Daniel W. Barrenechea

Discipline

Business And Education Industry

Abstract

This study investigates the impact of AI-driven functionalities on customer relationship management (CRM) performance within Shanghai’s financial services sector. Utilizing descriptive statistics, one-way ANOVA, and ordered probit regression, this study examines how three core AI dimensions, namely Smart Data Harvesting, Autonomous Service Evolution, and Tailored Experience Engine, affect CRM outcomes, including customer satisfaction, retention continuity, loyalty, and advocacy. Findings revealed that the Tailored Experience Engine exerted the strongest positive influence, particularly in enhancing personalization and long-term loyalty, which is a critical focus in competitive financial environments. Smart Data Harvesting also showed a notable impact by improving customer insights through real-time analytics and integrated data use. In contrast, Autonomous Service Evolution demonstrated limited significance, suggesting that automation alone might not sufficiently meet the relationship-oriented demands of financial clients. Additionally, education level emerged as a significant variable, with more highly educated respondents expressing stronger recognition of AI-driven CRM benefits. This highlighted the role of digital literacy and human capital in AI adoption within financial institutions. The study offered strategic recommendations to optimize CRM outcomes through AI technologies and identified future research directions to support the ongoing digital transformation of financial service enterprises.

Keywords

artificial intelligence, customer relationship management, personalization, data analytics, loyalty, customer retention, shanghai