Abstract
The study aims to identify critical dimensions of employee creative intelligence and AI CRM systems and explore their impact on service quality and customer satisfaction in customer relationship management (CRM). The advancement of technology and the potential of artificial intelligence (AI) increase customer expectations regarding service delivery. The conceptual framework illustrates that creative intelligence and AI-generated systems significantly impact service quality and customer satisfaction. The findings will help organisations implement CRM service delivery projects by providing employees with the appropriate skills and competencies. The appropriateness of the system is vital towards CRM solutions.
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