| Abstract [eng] |
The main objective of this thesis is to identify the impact of customer relationship management (CRM) process automation technologies (NLP, ML, RPA) on customer experience, satisfaction and loyalty. The thesis consists of four main parts: literature review, research methodology, analysis of the results, conclusions and suggestions. The literature review presents the evolution of CRM systems, their functions, types, the concept and meaning of automation, automation technologies and the concept of customer experience and its links to satisfaction and loyalty. The empirical study used a quantitative method to interview 512 respondents and analysed the data using SPSS software. Correlation, regression and mediation analyses were carried out. The results showed that all three technologies - NLP, ML and RPA - have a significant positive impact on customer experience. The strongest effect was found for ML technologies. Customer experience was also found to have a strong impact on satisfaction and satisfaction on loyalty. The mediation analysis confirmed that satisfaction mediates the relationship between experience and loyalty. Age was found to play a role in the evaluation of customer experience. The results can be useful for companies seeking to automate their CRM processes more efficiently and improve customer experience. The results may be valuable in practice as organisations implement automated processes in their customer relationship management systems to improve customer experience. |
