ItemBook Chapter

Customer Relationship Management (CRM) Systems: Impact of AI on Post-COVID-19 Student Enrolment in Keralas Higher Education Institutions

Title
Customer Relationship Management (CRM) Systems: Impact of AI on Post-COVID-19 Student Enrolment in Keralas Higher Education Institutions
Creator
Puthur, Limson Antony; Karakunnel, Meljo Thomas; Menon, Vishnu Achutha
Description
This study investigates the influence of artificial intelligence (AI) on student enrollment in higher educational institutions in Kerala, with a particular emphasis on the mediating role of customer relationship management (CRM) systems. Employing a descriptive research design, a self-prepared questionnaire was administered to a purposive sample of 200 students, encompassing various educational stages. The findings reveal a significant positive correlation between AI usage and student enrollment, with AI usage accounting for 37.3% of the variance in enrollment outcomes. Furthermore, the analysis indicates that CRM systems partially mediate the relationship between AI and student enrollment, enhancing the effectiveness of AI-driven strategies in the recruitment process. With high reliability demonstrated in the research instrument (Cronbach alpha = 0.827), the study underscores the necessity of integrating AI and CRM technologies to optimize enrollment strategies in the evolving educational landscape. 2025 by IGI Global Scientific Publishing. All rights reserved.
Source
AI Deployment and Adoption in Public Administration and Organizations;pp.197-212
Date
01-01-2025
Publisher
IGI Global
Coverage
Puthur L.A., Christ University, India; Karakunnel M.T., Christ University, India; Menon V.A., Institute for Educational and Developmental Studies, Noida, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 979-833732274-2; 979-833732272-8;
Format
online
Language
English
Type
Book chapter

Citation

Puthur, Limson Antony; Karakunnel, Meljo Thomas; Menon, Vishnu Achutha, “Customer Relationship Management (CRM) Systems: Impact of AI on Post-COVID-19 Student Enrolment in Keralas Higher Education Institutions,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/24695.

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