Abstract: This study aimed to investigate the impact of AI-enabled customer relationship management systems on customer experience, customer satisfaction, and customer loyalty in Turkish B2B companies. While previous literature has focused largely on developed markets and the B2C level, this study examines the Turkish B2B sector, providing both a B2B assessment and an example of an emerging market experience. A conceptual model linking digital infrastructure, the integration of AI and customer relationship management systems, and customer experience, satisfaction, and loyalty was tested using data collected through a survey from 200 CRM professionals. SEM analysis results showed that a strong digital infrastructure supports the adoption of AI-enabled CRM, significantly improving customer experience and satisfaction. Furthermore, customer satisfaction is the most important determinant of customer loyalty and mediates the link between experience and loyalty. The measured effects were found to be consistent when compared across sectors and company sizes. The study provides applicable feedback for companies in similar markets and highlights the need for aligned investments in AI-enabled CRM strategies.

Keywords: AI-CRM, B2B, customer satisfaction, customer loyalty, SEM

Pages: 144-156