AI-Enhanced SEM Analysis: Evaluating E-CRM's Effect on Customer Experience in NCR's Private Banking Sector

The current study focuses on the integration of Artificial Intelligence (AI) within Electronic Customer Relationship Management (ECRM) systems in the ever-evolving landscape of financial services, particularly in the private banking sector of Delhi, India. It explores how AI-driven ECRM can affect the customer experience and satisfaction. The research, grounded in empirical data from 323 structured surveys across 23 bank branches, employs advanced AI analytical tools and ML algorithms taking Explanatory Factor Analysis (EF A), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) as base to interpret customer feedback. It is concluded that AI-driven ECRM plays a pivotal role in shaping the customer experience, leading to higher satisfaction levels. The ML output confirms with strong significance that ECRM positively impacts customer experience (ß= 0.37, p=0.001) and satisfaction (ß = 0.43, p=0.001), while also establishing customer experience as a crucial intermediary between ECRM and overall customer satisfaction. This underscores the potential of AI in transforming customer relationship strategies and achieving a competitive edge in the financial sector through improved ECRM.